Paul Arden

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Paul Arden (April 7 1940 - April 02 2008) was an influencial 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" and a former creative director for Satchi and Satchi at the height of their advertising might.

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[edit] Early Life

Paul Howard Arden was born on April 7 1940 and grew up in a council house at Sidcup, Kent. He was the son of an artist, he often referred to his fathers utter genius in later life, particularily in his books.

He Beckenham Art College and decided to pursue a career in advertsing. Ironically as an artists son, and advertising maverick of his time(1), he began his career washing pots for the agency artists. He decided to change career and gained a position at Ogilvy & Mather and later for Doyle Dane Bernbach and several other growing agencies before being hired as art director by Saatchi & Saatchi in 1979.


[edit] Satchi & Satchi

In 1987 Arden was appointed executive creative director. He was to spend 14 years with the agency, handling accounts for British Airways, Anchor Butter, Toyota, Ryvita, Nivea, Trust House Forte, Alexon and [Fuji], and many others. His British Airways campaigns continue to be remembered as on of the greatest advertising campaigns of all time, changing the fortunes of the airline.

Arden chose to leave Satchi & Satchi in 1992 but remained a key consultant for the agency until 1995.

[edit] Later Work

Arden set up, with his daughter-in-law and her brother 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, they set up a gallery Arden & Anstruther, near their home at Petworth, West Sussex.

[edit] Death

Paul Arden died on April 02 2008 after suffering a heart attack. A flood of editorial tributes were offered to Arden, as are now present on his [personal website http://www.paularden.com/editorials.html].

[edit] Quotes

Arden was the author of God Explained in a Taxi Ride (2007), which 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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