May 2021 Timeline
For decades now there have been women in Soho helping to destroy the stereotype of the Seventies woman not only in Soho but all over the country by producing a new generation of commercials empowering women in front and behind the camera.
ROSIE ARNOLD
Rosie, when did you arrive in Soho for the first time.
It was in the 1980s.
What brought you to Soho?
I was a student at St Martin's in the Southampton Row branch, the other side of Covent Garden. But the students gravitated to the Soho branch of St Martin's which was on Charing Cross Road at the time.
It was in the 1980s.
What brought you to Soho?
I was a student at St Martin's in the Southampton Row branch, the other side of Covent Garden. But the students gravitated to the Soho branch of St Martin's which was on Charing Cross Road at the time.
"My first memory of Soho
is going to the Polo restaurant."
Rosie Arnold
What do you remember of those days?
It was an extraordinary time because Covent Garden had ceased to be a fruit and vegetable market and people were discussing what to do with it. Some wanted it knocked down. For me it was unusual because it allowed me to drive my beaten up Mini into town and park on the empty streets with no double yellow lines. It was free parking.
What was going on in Soho then?
It was the New Romantics scene. I remember the theatrical costumiers who were moving out of Covent Garden were piling their clothes and selling them. You could get one item for just £1. We ended up with pirate costumes, a bit like fancy dressing.
It was an extraordinary time because Covent Garden had ceased to be a fruit and vegetable market and people were discussing what to do with it. Some wanted it knocked down. For me it was unusual because it allowed me to drive my beaten up Mini into town and park on the empty streets with no double yellow lines. It was free parking.
What was going on in Soho then?
It was the New Romantics scene. I remember the theatrical costumiers who were moving out of Covent Garden were piling their clothes and selling them. You could get one item for just £1. We ended up with pirate costumes, a bit like fancy dressing.
Do you remember when Covent Garden was a fruit and veg market?
When I arrived the market was all boarded up. Lots of places were shutting down.
And Soho?
I arrived in September 1980. I made London friends there who knew Soho well. My first memory is going to the Polo restaurant. Not sure if it is still there.
I remember the bookshops. It was good to browse around for my career. The variety of places and restaurants was the first memory.
When I arrived the market was all boarded up. Lots of places were shutting down.
And Soho?
I arrived in September 1980. I made London friends there who knew Soho well. My first memory is going to the Polo restaurant. Not sure if it is still there.
I remember the bookshops. It was good to browse around for my career. The variety of places and restaurants was the first memory.
Which part of Soho were you around fist?
When I started at Bartle Bogle Hegarty they were in Wardour St. Then they moved to Frith Street, then Great Pulteney Street and finally to Kingly Street. Of all the addresses Frith Street was the one that made me feel we were in the heart of Soho. Kingly Street was too much on the outer edge and felt we were missing something of Soho.
Who did you meet there?
Soho had a community spirit. I remember Norman, of Berwick Street market. One day I met a disconsolate woman who had lost her dog and there I was with the local call girls trying to find the dog. Which we did. A guy had taken it to the St Annes Church courtyard and was trying to sell it. We got it back.
Afternoons then was all about having long lunches. I remember Zilly Restaurant next door to Groucho's. We never went back to the office after those lunches. People kept on passing by and staying for coffee and a chat.
When I started at Bartle Bogle Hegarty they were in Wardour St. Then they moved to Frith Street, then Great Pulteney Street and finally to Kingly Street. Of all the addresses Frith Street was the one that made me feel we were in the heart of Soho. Kingly Street was too much on the outer edge and felt we were missing something of Soho.
Who did you meet there?
Soho had a community spirit. I remember Norman, of Berwick Street market. One day I met a disconsolate woman who had lost her dog and there I was with the local call girls trying to find the dog. Which we did. A guy had taken it to the St Annes Church courtyard and was trying to sell it. We got it back.
Afternoons then was all about having long lunches. I remember Zilly Restaurant next door to Groucho's. We never went back to the office after those lunches. People kept on passing by and staying for coffee and a chat.
"I never felt unsafe in Soho."
Rosie Arnold
Rosie Arnold
The woman as a mechanic (multitasker, problem solver)
What was left of the sex trade then, where you accosted as a young girl in Soho?
I never felt unsafe in Soho. Visually there was quite a distance from the sex trade and the rest of the place. Because I had been there so long I knew many the locals. So I was very much a local too.
How was the work for BBH like?
CDP which were doing great work at the time but were full. No vacancies. So they recommended I went to BBH in Soho who were looking for freelancers. I started doing some freelance work for Audi. The day after I left school I started at BBH. My first proper job.
I never felt unsafe in Soho. Visually there was quite a distance from the sex trade and the rest of the place. Because I had been there so long I knew many the locals. So I was very much a local too.
How was the work for BBH like?
CDP which were doing great work at the time but were full. No vacancies. So they recommended I went to BBH in Soho who were looking for freelancers. I started doing some freelance work for Audi. The day after I left school I started at BBH. My first proper job.
"There were a lot of things said to me.
Nowadays people would be shocked"
Rosie Arnold
Nowadays people would be shocked"
Rosie Arnold
Was Soho important for you as a creative person?
I think so. It has so much character and atmosphere. It had places like L’Escargot right next door to a brothel and right next door to a delicatessen, a theatre and coffee shop. Nearby was the Zanzibar in Covent Garden and of course Ronnie Scott’s. There were huge institutions like Kettner's, the Guy Hussar. A huge variety close to each other. That was my world. I wonder if that would've happened in other areas of London.
I think so. It has so much character and atmosphere. It had places like L’Escargot right next door to a brothel and right next door to a delicatessen, a theatre and coffee shop. Nearby was the Zanzibar in Covent Garden and of course Ronnie Scott’s. There were huge institutions like Kettner's, the Guy Hussar. A huge variety close to each other. That was my world. I wonder if that would've happened in other areas of London.
"After the pandemic
I went racing back to Soho"
Rosie Arnold
I went racing back to Soho"
Rosie Arnold
What was it like as a young creative working in advertising in the 80s?
It was very maddening. There were a lot of things said to me. Nowadays people would be shocked. The mindset was "that’s how it is".
I remember a Pretty Polly campaign. Ultimately it’s a sexy product. The client wanted to ramp up the sex but it was crazy as he was selling it to women. I feel that this campaign was about sophisticated campaign so instead of having lots of sexy women I gave it the woman's perspective.
The 80s was still a sexist world. But things were changing and women getting more empowered. We had Amazonian supermodels like Cindy Crawford pushing the boundaries, we had big shoulder pads and of course we had a woman prime minister.
Do you go back to Soho?
I went racing back when we were allowed after the pandemic. I also cycle back via Soho to see what it is like now.
I liked the new alfresco eating. It was a great way to allow Soho to evolve and continue to be a community.
You had four decades in Soho and you are now retired from advertising. What's the next step?
I’ve been doing quite a lot of mentoring and talks. I'm getting a art studio built in Cornwall. I hope that that would give me some new energy.
It was very maddening. There were a lot of things said to me. Nowadays people would be shocked. The mindset was "that’s how it is".
I remember a Pretty Polly campaign. Ultimately it’s a sexy product. The client wanted to ramp up the sex but it was crazy as he was selling it to women. I feel that this campaign was about sophisticated campaign so instead of having lots of sexy women I gave it the woman's perspective.
The 80s was still a sexist world. But things were changing and women getting more empowered. We had Amazonian supermodels like Cindy Crawford pushing the boundaries, we had big shoulder pads and of course we had a woman prime minister.
Do you go back to Soho?
I went racing back when we were allowed after the pandemic. I also cycle back via Soho to see what it is like now.
I liked the new alfresco eating. It was a great way to allow Soho to evolve and continue to be a community.
You had four decades in Soho and you are now retired from advertising. What's the next step?
I’ve been doing quite a lot of mentoring and talks. I'm getting a art studio built in Cornwall. I hope that that would give me some new energy.
Rosie Arnold picks here favorite commercials here
The Dots - Advertising Tips - Rosie Arnold - BBH London here
The Dots - Advertising Tips - Rosie Arnold - BBH London here
Soho Image is grateful to Jules Hanford for providing his photos of Rosie Arnold for this interview.