Lord Maurice Saatchi was in Dublin yesterday to launch a new Irish publishing agency which specialises in helping companies develop customer loyalty. Forward Publishing (Ireland) is a joint venture between Forward Publishing (UK), the Dublin-based design house, Creative Inputs, and a communications consultant, Ms Anne Kennedy. Ms Kennedy is managing director of the new company.

Lord Saatchi, the British advertising agent who masterminded several successful advertising campaigns for the Conservative Party, is a director of Forward Publishing (UK). He also owns part of the new Irish company. He is married to Irish novelist, Ms Josephine Hart.

Forward Publishing (UK) produces quality consumer magazines including the Tesco Recipe Collection which has a monthly circulation of more than 350,000.

It also publishes catalogues for luxury brands including Garrard and Asprey jewellers and magazines for the watchmaker, Patek Philippe, in eight languages.

Ms Kennedy said the new company would produce "high-quality customer magazines tailor-made to different life-styles and age groups which will create a dialogue between a company and its customers". The company would also produce mini-magazines, on-line publications and luxury catalogues, she added.

The chairman of Forward Publishing (UK) is Mr William Sieghart. The British company's chief executive is Mr Neil Mendoza, who recently bought Hammer House Of Horror Films with Mr Charles Saatchi, Lord Saatchi's brother.

Lord Saatchi said the launch of Forward Publishing (Ireland) opened up many opportunities for companies to communicate with their customers.