Paul Arden (7 April 1940 – 2 April 2008) was a

creative director A creative director (or creative supervisor) is a person who makes high-level creative decisions and, with those decisions, oversees the creation of creative assets such as advertisements, products, events, or logos. Creative director positions ar ...

Saatchi and Saatchi Saatchi & Saatchi is a British multinational communications and advertising agency network with 114 offices in 76 countries and over 6,500 staff. It was founded in 1970 and is currently headquartered in London. The parent company of the agency gr ...

and an author of several books on

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

and

motivation Motivation is the reason for which humans and other animals initiate, continue, or terminate a behavior at a given time. Motivational states are commonly understood as forces acting within the agent that create a disposition to engage in goal-dire ...

, including ''Whatever You Think, Think The Opposite'' and ''It's Not How Good You Are, It's How Good You Want To Be''.

Career

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 British Airways (BA) is the flag carrier airline of the United Kingdom. It is headquartered in London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a populati ...

Anchor Butter Anchor is a brand of dairy products that was founded in New Zealand in 1886, and is one of the key brands owned by the New Zealand based international exporter Fonterra, Fonterra Co-operative Group. In Malaysia, Singapore and Taiwan, Fonterra u ...

Toyota is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on . Toyota is one of the largest automobile manufacturers in the world, producing about 10 ...

Ryvita Ryvita is a rye-based crispbread originally manufactured by the Ryvita Company. The company was founded in Birmingham, England England is a country that is part of the United Kingdom. It shares land borders with Wales to its west and S ...

Nivea Nivea (, stylized as NIVEA) is a German personal care brand that specializes in skin and body care. It is owned by the Hamburg-based company Beiersdorf Global AG. The company was founded on 28 March 1882, by Paul Carl Beiersdorf. In 1890, it w ...

Trust House Forte Forte Group plc was a British hotel and restaurant company. It was listed on the London Stock Exchange and was a constituent of the FTSE 100 Index until it was acquired by Granada plc, Granada in 1996. Its head office was in the London Borough ...

Alexon Group Alexon Group plc was an clothing retailer, based in Luton, England. The company was listed on the London Stock Exchange (symbol AXN). It was an constituent of the FTSE Fledgling Index The FTSE Fledgling Index comprises companies listed on the ma ...

and

Fuji Fuji may refer to: Places China * Fuji, Xiangcheng City (付集镇), town in Xiangcheng City, Henan Japan * Mount Fuji, the tallest mountain in Japan * Fuji River * Fuji, Saga, town in Saga Prefecture * Fuji, Shizuoka, city in Shizuoka Prefectur ...

among others. His

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

become 'The World's Favourite Airline',

The Independent ''The Independent'' is a British online newspaper. It was established in 1986 as a national morning printed paper. Nicknamed the ''Indy'', it began as a broadsheet and changed to tabloid format in 2003. The last printed edition was publis ...

become the new intelligentsia's favourite newspaper,

Margaret Thatcher Margaret Hilda Thatcher, Baroness Thatcher (; 13 October 19258 April 2013) was Prime Minister of the United Kingdom from 1979 to 1990 and Leader of the Conservative Party (UK), Leader of the Conservative Party from 1975 to 1990. S ...

the nation's favourite leader and Silk Cut their favourite fag." "Tempestuous advertising director who thought up memorable campaigns for Silk Cut, BA and

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

. 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 Petworth is a small town and civil parishes in England, civil parish in the Chichester (district), Chichester District of West Sussex, England. It is located at the junction of the A272 road, A272 east–west road from Heathfield, East Sussex ...

, near their home in West Sussex.

Published works

* ''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

Death

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

Quotes

* We are all advertising, all of the time. Even the priest, with all his or her fervour, is advertising God.telegraph.co.u
Paul Arden
05 Apr 2008

References

{{DEFAULTSORT:Arden, Paul 1940 births 2008 deaths British advertising executives Businesspeople from Sussex