10th February 2022

Paul Arden – A Creative Genius!

Scroll down

Paul Arden spent 14 years as the Executive Creative Director at Saatchi & Saatchi. He was responsible for some of the UK’s most successful advertising campaigns – British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. 

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 favourite newspaper, Margaret Thatcher the nation’s favourite leader and Silk Cut their favourite fag.” Dave Trott


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

It’s Not How Good You Are, It’s How Good You Want to Be is a handbook of how to succeed in the world: a pocket bible for the talented and timid alike to help make the unthinkable thinkable and the impossible possible.

One of the world’s top advertising gurus, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity – all endeavours that can be applied to aspects of modern life.

This uplifting and humorous little book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom – all packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this book is a must.

Whatever You Think, Think the Opposite

In this book, Arden turns logic and common sense on its head and gives you the confidence to take bigger risks and enjoy your work more than you can imagine.

Have you ever considered the extraordinary power of making bad decisions, being unreasonable, and taking dangerous, unadvisable risks? Has it ever occurred to you that nothing is more dangerous than playing it safe, or that the straight and narrow path may lead you right off a cliff?

Whatever You Think, Think the Opposite is an even more daring attack on the way we look at our work and our world. Whether you sell, manage, or buy, Arden will inspire you with his startling anecdotes, brilliant photographs, and offbeat quotations from artists, scientists, and philosophers.

Whatever You Think, Think the Opposite will force you to rethink everything. And it will give you the confidence to take bigger risks and enjoy your work more than you can imagine.

Book covers

God Explained in a Taxi Ride

A punchy, humorous, and probing look at the nature of religious belief, using a series of poignant, contemporary vignettes, Arden investigates the questions that have persisted since our earliest days. 

As ever, he is a master of compression, getting us to scratch our heads as he examines our relationship to the divine.

This book takes an exciting, visually creative, and thoroughly digestible approach to a subject of enormous proven interest and relevance. 

This brilliant little gem of a book compels readers to scratch their heads as it examines man’s relationship to the divine all within the length of a taxi ride.


It’s Not How Good You Are, It’s How Good You Want to Be, Paul Arden – 128 pages

Whatever You Think, Think the Opposite, Paul Arden – 144 pages

God Explained in a Taxi Ride, Paul Arden – 123 pages

Brilliant, bad, charming, irascible and totally off the wall, Paul Arden is an original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn't, well, common.

Roger Kennedy, Saatchi & Saatchi