Paul Arden
Encyclopedia
Paul Arden was an influential author of several books on advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 and motivation
Motivation
Motivation is the driving force by which humans achieve their goals. Motivation is said to be intrinsic or extrinsic. The term is generally used for humans but it can also be used to describe the causes for animal behavior as well. This article refers to human motivation...

 including "Whatever You Think, Think The Opposite" and "It's Not How Good You Are, It's How Good You Want To Be" and a former creative director for Saatchi and Saatchi at the height of their advertising might.

Saatchi & Saatchi

In 1987 Arden was appointed executive creative director. He has spent 14 years with the agency, handling accounts of British Airways
British Airways
British Airways is the flag carrier airline of the United Kingdom, based in Waterside, near its main hub at London Heathrow Airport. British Airways is the largest airline in the UK based on fleet size, international flights and international destinations...

, Anchor Butter, Toyota, Ryvita
Ryvita
Ryvita is a rye-based crispbread which up until 2009 was manufactured by The Ryvita Company. The company was founded in Birmingham, England, in 1930 and is today a subsidiary of Associated British Foods. Ryvita crackers are popular with dieters...

, Nivea
Nivea
Nivea is a global skin- and body-care brand that is owned by the German company Beiersdorf. The company was founded on March 28 1882 by pharmacist Carl Paul Beiersdorf. In 1900, the new owner Oskar Troplowitz developed a water-in-oil emulsion as a skin cream with Eucerit, the first stable emulsion...

, Trust House Forte, Alexon Group
Alexon group
Alexon Group plc is a ladies' clothing retailer, based in Luton, England. The company is listed on the London Stock Exchange . It is a constituent of the FTSE Fledgling Index....

 and Fuji
Fuji
-People:* Mr. Fuji, ring name of wrestling and manager Harry Fujiwara* Keiko Fuji, a Japanese singer of the 1960s and 1970s, and mother of Hikaru Utada* Sumiko Fuji, a Japanese actressFictional characters* Fuji , a character in the Stormwatch series...

 among others. His British Airways
British Airways
British Airways is the flag carrier airline of the United Kingdom, based in Waterside, near its main hub at London Heathrow Airport. British Airways is the largest airline in the UK based on fleet size, international flights and international destinations...

 campaigns continue to be remembered as one of the greatest advertising campaigns of all time, changing the fortunes of the airline.


"Arden was the ringmaster behind the whole creative circus that saw British Airways
British Airways
British Airways is the flag carrier airline of the United Kingdom, based in Waterside, near its main hub at London Heathrow Airport. British Airways is the largest airline in the UK based on fleet size, international flights and international destinations...

 become 'The World's Favourite Airline', The Independent
The Independent
The Independent is a British national morning newspaper published in London by Independent Print Limited, owned by Alexander Lebedev since 2010. It is nicknamed the Indy, while the Sunday edition, The Independent on Sunday, is the Sindy. Launched in 1986, it is one of the youngest UK national daily...

 become the new intelligentsia's favourite newspaper, Margaret Thatcher
Margaret Thatcher
Margaret Hilda Thatcher, Baroness Thatcher, was Prime Minister of the United Kingdom from 1979 to 1990...

 the nation's favourite leader and Silk Cut
Silk Cut
Silk Cut is brand of low tar cigarette produced by the Gallaher Group. The packaging is characterised by a distinctive stark white packet with the brand name in a purple, blue, red, silver, white or green square....

 their favourite fag." Dave Trott, The Independent

"Tempestuous advertising director who thought up memorable campaigns for Silk Cut
Silk Cut
Silk Cut is brand of low tar cigarette produced by the Gallaher Group. The packaging is characterised by a distinctive stark white packet with the brand name in a purple, blue, red, silver, white or green square....

, BA
British Airways
British Airways is the flag carrier airline of the United Kingdom, based in Waterside, near its main hub at London Heathrow Airport. British Airways is the largest airline in the UK based on fleet size, international flights and international destinations...

 and The Independent
The Independent
The Independent is a British national morning newspaper published in London by Independent Print Limited, owned by Alexander Lebedev since 2010. It is nicknamed the Indy, while the Sunday edition, The Independent on Sunday, is the Sindy. Launched in 1986, it is one of the youngest UK national daily...

" Times Online

Arden chose to leave Saatchi & Saatchi
Saatchi & Saatchi
Saatchi & Saatchi is a global advertising agency network with 140 offices in 80 countries and over 6,500 staff. It was founded in London in 1970 but now headquartered in New York. The parent company of the agency group was known as Saatchi & Saatchi PLC from 1976 to 1994, was listed on the London...

 in 1992 but remained a key consultant for the agency until 1995.

Books

  • 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

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
The Independent
The Independent is a British national morning newspaper published in London by Independent Print Limited, owned by Alexander Lebedev since 2010. It is nicknamed the Indy, while the Sunday edition, The Independent on Sunday, is the Sindy. Launched in 1986, it is one of the youngest UK national daily...

. Arden always had a strong interest in photography and in 2003 together with his wife Toni, they set up a gallery Arden & Anstruther, near their home at Petworth, West Sussex.

Quotes

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."

External links

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