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.
"[1] "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.
Paul Arden died on 2 April 2008, at 67 years old, after suffering a heart attack.