Paul Arden (7 April 1940 – 2 April 2008) was a creative directorofSaatchi and Saatchi and an author of several books on advertising and motivation, including Whatever You Think, Think The Opposite and It's Not How Good You Are, It's How Good You Want To Be.
Paul Arden
| |
|---|---|
| Born | 7 April 1940 |
| Died | 2 April 2008 |
| Occupation | Author & creative director |
| Notable works | Whatever You Think, Think The Opposite It's Not How Good You Are, It's How Good You Want To Be |
In 1987 Arden was appointed Executive Creative Director of Saatchi & Saatchi after having spent 14 years with the agency, handling the accounts of British Airways, Anchor Butter, Toyota, Ryvita, Nivea, Trust House Forte, Alexon Group and Fuji among others. His British Airways ads continue to be remembered as one of their greatest ever advertising campaigns, changing the fortunes of the airline.
"Arden was the ringmaster behind the whole creative circus that saw British Airways become 'The World's Favourite Airline', The Independent become the new intelligentsia's favourite newspaper, Margaret Thatcher the nation's favourite leader and Silk Cut their favourite fag."[1]
"Tempestuous advertising director who thought up memorable campaigns for Silk Cut, BA and The Independent" Times Online
Arden chose to leave Saatchi & Saatchi in 1992 but remained a key consultant for the agency until 1995.
After leaving Saatchi's, Arden set up, with his daughter-in-law and her brother, the company called Arden, Sutherland-Dodd, beginning a new career as a Director of commercials. He also contributed a regular column to The Independent.
Arden always had a strong interest in photography and in 2003, together with his wife Toni, set up a gallery - Arden & Anstruther - in Lombard Street, Petworth, near their home in West Sussex.
Paul Arden died on 2 April 2008, at 67 years old, after suffering a heart attack.