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‘YOU CAN ACHIEVE THE UNACHIEVABLE’ PAUL ARDEN Anon. 2008.uk/tol/comment/obituaries/article3722393.ece.: Times Online.co. Available at: http://en.l. s. s. [Accessed 26 March 2009].org/wiki/Paul_Arden. [Online article].wikipedia. Paul Arden. Anon. [Online article].l.timesonline. Available at: http://www. 2009? Paul Arden.: Wikipedia. [Accessed 26 March .
First. he shot a dead flower perfectly. no. think the opposite. He would stare at it for a couple of minutes and then burst out. But he also shaped the people.co. I ran agroas the following beutiful quote. In a publicity shot for himself.. [Online article]. light it beautifully and spray on some dew. s. It will probably be beautiful. Available at: http://paularden. This also made him a very difficult person. Adrian Flowers did it by showing a vase.l. David.uk/culture/2008/apr/09/advertising. 2008 Paul Arden. “Yes! Yes! Yes! It’s marvellous! OK. not the flowers. the photographer The brief is to photograph a flower. Eighty years ago. it’s how good you want to be.. The illustrator would fiddle around for a few minutes and there would be another silence. Not very Constance Spry. Book of Condolence and Tributes that tell a lot about him.guardian. And they’re all the wrong way to answer the brief. The Independent.l. NO.: Guardian.” In his later years Paul Arden also wrote a weekly column in The Independent.wordpress. People say he drove the people of Saatchi & Saaichi nuts. You can see the thoughts from his books going into the columns and vice versa. he was about the details. They are all beautiful. I don’t LIKE it”. In the Thirties. no .‘DO NOT SEEK PRAISE. 2004. NO! I DON’T like it. [Accessed 27 March . Like the following one.com/#comment-4. It was Paul’s agency with their name on the door.” Let’s see if it works.uk.” Arden.” You can find a few interesting stories in his Editorials. in a mounting tone of derision. Is might have bin the start of his second book Whatever you think. he would point out some minute detail that he did not approve. “ LAST WEEK. Then we’ll arrange it carefully. SEEK CRITICISM’ PAUL ARDEN Paul Arden was a perfectionist. 27 Mar. J. It wasn’t Charles or Maurice. [Online article]. Elek. s. [Accessed 27 March 2009].: Paul’s Book of Condolence. Available at: http://www. P.. So how are we going to make our picture memorable? Here’s how Irving Penn did it: instead of shooting a perfect fresh flower. Notice for example this piece he did in Oct. 2004. I quoted a friend of mine. we will pick a perfect specimen. He said: “Whatever you think. think the opposite. because we will have seen thousands of beautiful flower pictures before. but only up to a point.. “Paul Arden was the spirit of the place. “Last year. It’s not how good you are. it’s impossible to forget it. 2008 Paul Arden -RIP. next page. He was Saatchi’s. the scientific photographer Karl Blossfeldt took astounding pictures which were often unrecognizable.” And so it happily went along. Andre Kertesz took a picture of a wilted tulip. when we were putting the finishing touches on his final book. with “No .. they’re all memorable.co. The one shown here looks more like the Empire State Building than a plant. 18. Once you’ve seen it.
models up. He said no. A lesson in itself. the subject itself is the story.‘THE PERSON WHO DOESN’T MAKE MISTAKES IS UNLIKELY TO MAKE ANYTHING’ PAUL ARDEN Failures and false starts are a precondition of success. The theme was African print dresses. ‘I am going to be fired for these pictures.. London: Phaidon Press Limited. dusty. I wanted the model to be black and oily. P. dirty and wild. . 2003. I am employed by Vogue and they tell me what they want.’ Quite an eye opener. I didn’t see the point of employing him and then not using him. I suggested a wild pig in the background. It’s not how good you are. He then asked me if he could put the skirt on I HAD been working with Richard Avedon in New York for a very ordinary client in the fashion industry. I remember the moment vividly. 1. When I got back and showed them to my partner he thought I was mad. Avedon asked me whether we could paint the Here is a story of Paul Arden that could have been a mistake. to which I said yes. He seemed to be enjoying the shoot. Those few seconds on 74th Street were my greatest moment in advertising. ‘This is He said. The sad conclusion is the client got fired. it’s how good you want to be. After the shoot I walked out of the studio on 74th Street into a drizzly day with a yellow box of 10 x 8 Kodachromes under my arm. So I do it. My feet seemed not to touch the pavement and I thought.’ he said. but you would be fired for not having initiative. I was freer that he was. They won every award there was to be won. Arden. Fortunately the client loved them. and I asked why he was so enthusiastic when he was in a position to do whatever he wanted to do all the time. ‘it’s not true Paul. art. the head. Leni Riefenstahl’s Nuba woman was the brief. Paul Arden worked at a company where you not would be fired for being wrong. I would rather be fired.’ Would I rather be fired having done them or not be fired having not done them? There was no doubt in my mind. I swallowed hard and said yes. and what they want is not always what I am interested in but I have a studio to run.
Saaitchis’ was him.guardian. He said that academic qualifications is a indicator of what someone had done rather than what that person was capable of achieving. It wasn’t Chales or Maurice. IF YOU DON’T DO IT. IT DOESN’T EXIST’ PAUL ARDEN He was driven by the sense that if you want something badly enough. Arden SutherlandDodd. He worked for about 14 years as creative director of Saaitch & Saatchi. Available at: http://www. The people sad “he was the spirit of the place.are you?” and “The car in front is a Toyota. Elek. It was Paul’s agency. Arden was almost self-educated. the Silk Cut print ads featuring a slashed sheet of undulating purple silk. with their name on the door. Arden is well know for his work at Saaitchi & Saatchi. A Soho film production company specialising in commercials. he left school at age 16. It is .uk/culture/2008/apr/09/advertising [Accessed 26 March 2009] . Fuji. The Guardian. Before that he was fired for 6 times. DO IT. After Saaitchi & Saatchi he found. Paul Arden [Online article].. together with daughter-in-law. He did campaigns for British Airways.‘WHEN IT CAN’T BE DONE.co. you would find a way to get it. J. 2008. He also came up with the slogans “The Independent. And he was crucial to rebirth of design-led advertising. which won a Palme d’Or at Cannes 1998.
doing the impossible. in a lot of countries. take responsibility.l. 2007. In that book he wants to convince people to think in a different way. Paul Arden: Telling the whole truth of a business maligned. It was the first book he wrote since he started writing in 2003. Whatever you think think the opposite. Arden. The main message he wants to make is. P. He says of his book style. go to work if you don’t really know what you want to do. P. not taking no for an answer and being different. ask criticism. not promising what you can’t deliver. [Accessed 26 March 2009].independent. I knew I had to make a simple point in a few words and to use an illustration as a tool of communication. very popular book.” The second book he wrote was Whatever you think think the opposite. present yourself the way you want to be. “Because of my training from 40 years in advertising.‘IT’S NOT HOW GOOD YOU ARE. Then he gives advice about how you can do that. s. London: The Penguin Group Anon.: The Independent. always do something as good as you possibly can. Even though he said “I can’t write” it became a very.uk/news/media/ paul-arden-telling-the-whole-truth-of-a-business-maligned-760466. taking responsibility. 2006. . be humble. It’s not about talent or looks. Available at: http://www. Advice like. get a good goal. taking the risk. know the goal of your client.co. IT’S HOW GOOD YOU WANT TO BE’ PAUL ARDEN Is one of the best known books from Paul Arden. The last book he wrote was God explained in a taxi ride in 2007.. I realised that long books often don’t tell you more than a short book – they have written a lot of words about a small subject because it makes them sound learned and authoritative but it just means they’re long-winded. [Online article]. sharing your ideas.html.. Arden. It’s not how good you are. it’s how good you want to be. get your own opinion. you can become anything you want to be. execute your ideas. be unfashionable. New York: Phaidon Press Inc. take risks. choose for the strange option. it’s about seeking criticism. 2003. aim higher. stay childish and astonish people.
. 2003.’ ‘YOU ARE THE PERSON YOU CHOOSE TO BE. BE INTERESTED’ ‘TRY TO DO THE THINGS THAT YOU’RE INCAPABLE OF. FLY OR DIE.’ ‘DO IT. PUT ON A SHOW. THEN FIX IT AS YOU GO. P. it’s how good you want to be.’ ‘YOU’RE ON YOUR OWN. 2006. Whatever you think think the opposite. Arden.. THE ONE YOU HAVE IN HAND IS THE OPPORTUNITY..’ ‘IF YOU WANT TO BE INTERESTING. London: The Penguin Group . AND MORE WILL COME BACK TO YOU.’ Some more quotes from Paul Arden.’ ‘DON’T LOOK FOR THE NEXT OPPORTUNITY. New York: Phaidon Press Inc.’ ‘THE PROBLEM WITH MAKING SENSIBLE DECISIONS IS THAT SO IS EVERYONE ELSE..’ ‘DREAMING AND TALKING ABOUT IT WON’T ACHIEVE ANYTHING. ‘DON’T GIVE A SPEECH. P. It’s not how good you are.‘DO NOT COVET YOUR IDEAS’ PAUL ARDEN ‘GIVE AWAY EVERYTHING YOU KNOW.’ Arden.