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Paul Arden

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

In 1987 Arden was appointed executive creative director. He has spent 14 years with the agency, handling accounts for British Airways, Anchor Butter, Toyota, Ryvita, Nivea, Trust House Forte, Alexon Group, and Fuji, among others. His British Airways 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 become 'The World's Favourite Airline,' The Independent become the new intelligentsia's favorite newspaper, Margaret Thatcher the nation's favorite leader and Silk Cut their favorite 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.

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It's Not How Good You Are, It's How Good You Want to Be

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