Public relations (PR) firm MWW has purchased Macias Media Group LLC to create a department that focuses on the lucrative lesbian, gay, bisexual, and transgender (LGBT) market in the US, according to North Jersey.

The value of the acquisition deal was not disclosed in the said report.

MWW executive vice president JP Schuerman explained: "When engaging the LGBT community, the relationships that you have in that community are the most critical element for building an authentic campaign for a consumer brand. This acquisition was very much a result of that strategy." 

In November last year, PR and marketing firm Witeck Communications said the LGBT community in the US accounts for $830 billion worth of annual consumer purchases, the report stated. PR Week said MWW plans to utilize Macias' connections to bring it closer to LGBT consumers.

Under the terms of the acquisition deal, Macias president Stephen Macias will become MWW's Senior Vice President and head of the LGBT division in New York and Los Angeles, PR Week reported.