Global business and marketing director at Arjowiggins Creative Papers, Jonathan Mitchell, is helping to put the pizzaz in paper. Victoria Paley meets a creativity king

You know the idea of trying to sell sand in the desert? Well I get the impression that it’s kind of how Jonathan Mitchell, global business and marketing director at Arjowiggins Creative Papers, sees his job sometimes.

“It’s a challenge marketing creatively to the design community,” he admits, referring to how scrupulous this audience can be to anything or anyone that claims to be creative, edgy or innovative. It must be intimidating – rather like when Masterchef contestants serve up their best dish to a Michelin-starred gastro guru. Still – if Arjowiggins Creative Paper’s latest marketing campaigns are anything to go by – Mitchell needn’t worry about impressing the cool crowd.