|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 of Saatchi 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.
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."
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.
- It's Not How Good You Are, It's How Good You Want To Be 2003
- Whatever You Think, Think The Opposite 2006
- God Explained in a Taxi Ride 2007
Paul Arden died on April 2, 2008, at 67 years old, after suffering a heart attack.
- We are all advertising, all of the time. Even the priest, with all his or her fervour, is advertising God.
- Dave Trott, The Independent Tribute: A legend who was never dull, ordinary or safe
- telegraph.co.uk Paul Arden 05 Apr 2008