Paul Arden

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Paul Arden
Born April 7, 1940
Died April 2, 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

Paul Arden (7 April 1940 – 2 April 2008) was a creative director for Saatchi and Saatchi at the height of their advertising might, and an influential 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".

Saatchi & Saatchi[edit]

In 1987 Arden was appointed Executive Creative Director 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." Dave Trott, The Independent

"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.


  • 2003 It's Not How Good You Are, It's How Good You Want To Be
  • 2006 Whatever You Think, Think The Opposite
  • 2007 God Explained in a Taxi Ride

Later Work[edit]

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 Petworth, near their home in West Sussex.


Paul Arden died on April 2, 2008, at 67 years old, after suffering a heart attack.


Paul Arden in his book "God Explained in a Taxi Ride" attempted to explain the meaning of life in 125 pages - he accepted that some would see the work as "a bit of fluff," but said that such critics had "tunnel vision" and that "the tunnel goes right up their arse."


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