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Warren Cowan
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Warren Cowan
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Warren Cowan (March 13, 1921 – May 14, 2008) was an American film industry publicist. He co-founded the public relations company Rogers & Cowan in 1954 and founded his own company, Cowan & Associates, in 1994.[1] He was described as "one of Hollywood’s most powerful and innovative publicists" at the time of his death.[2][3]

Key Information

Early life

[edit]
Townsend Harris High School

He was born to a Jewish family[4] in New York City, the son of songwriter Rubey Cowan[2] and Grace Cowan.[5] He had one older brother, Stanley, who was also a songwriter.[6][7] He attended Townsend Harris High School, a school for boys on the educational fast track.[8] While attending the University of California, Los Angeles, Cowan majored in journalism and represented actress Linda Darnell.[2] Cowan served in the United States Army Air Forces during World War II for three years.[2][3]

Career

[edit]

In 1946, Cowan joined the firm established by Henry C. Rogers.[2] In 1950, he became a partner in the firm, which then changed its name to Rogers & Cowan.[2] He was named president in 1964.[2] Rogers & Cowan became one of the largest entertainment public relations firm in the world[2][9] handling not only entertainers but also high-tech manufacturers, athletes, publishers, movie studios and trade unions.[2] Whenever he was asked to name his favourite client, Cowan's constant answer was always "the next one."[10]

In 1950, Cowan staged the first celebrity charity-fundraiser, a golf tournament on behalf of motion picture director Frank Borzage.[3] Rogers was the first agent to actively solicit public support for his client's nomination for an Academy Award, starting with Joan Crawford's performance in 1945's Mildred Pierce; she won Best Actress.[3] In 1997, Cowan personally introduced Italian actor Roberto Benigni to his already famous American peers, all of them Cowan clients and Academy voters, on behalf of Miramax. Benigni and his picture, Life Is Beautiful, won three Oscars that year.[citation needed]

In 1988, Rogers & Cowan company was sold to Shandwick Plc., an English conglomerate.[2] "It was the right move to make in some respects, but I found that I was doing too much that was administrative and too little that was creative," Cowan said.[citation needed] Cowan remained as chairman until 1992.[3] In 1994,after a two-year non-competitive period, he launched a new company, Warren Cowan & Associates.[3]

Personal life

[edit]

Cowan had five marriages, four of which ended in divorce, including two to actress Barbara Rush.[2]

He and his first wife, entertainment columnist Ronnie Cowan (1926-1997), had two daughters, Bonnie and Linda. Linda was killed by a drunk driver in 1989.[11][12]

He had one child with his second wife Barbara Rush, Fox News Channel reporter Claudia Cowan.[2]

His third wife was French actress Josette Banzet.[13]

His fourth marriage was to Barbara Gilbert-Cowan, daughter of comedy writer Harry Crane, to whom he remained married until his death. She is the mother of actors Melissa Gilbert, Sara Gilbert, and Jonathan Gilbert.

He had eight grandchildren.[2] He died on May 14, 2008, of cancer at his home in Los Angeles.[2] He is buried at Mount Sinai Memorial Park Cemetery.[3]

References

[edit]
[edit]
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Warren Cowan

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from Grokipedia
Warren Cowan (March 13, 1921 – May 14, 2008) was an American entertainment renowned for his pioneering work in Hollywood publicity, co-founding the influential firm Rogers & Cowan in 1950 and representing a roster of celebrities over a seven-decade career. Born in to songwriter Rubey Cowan and his wife Grace, Cowan attended in and later studied journalism at the , where he worked as a and reporter for the Daily Bruin. After entering the field in 1946 by joining Henry C. Rogers' firm, Cowan became a partner in 1950, helping transform Rogers & Cowan into one of the world's largest entertainment PR agencies with innovative strategies that elevated stars' public images during Hollywood's and beyond. Throughout his career, Cowan handled for luminaries including , , , , , , , , , and , often mentoring younger publicists and shaping the industry's standards for celebrity promotion. In 1994, he established his own agency, Warren Cowan & Associates, continuing his influence until his death from at in at age 87. Cowan was honored as Hollywood's Mentor of the Year in 2002 and received the ’s Alexis de Tocqueville Award for his philanthropic efforts.

Early life

Education

Warren Cowan was born on March 13, 1921, in , where his father, Rubey Cowan, worked as a songwriter. Cowan attended in . In the early 1940s, Cowan enrolled at the (UCLA), majoring in and contributing as a reporter to the school's Daily Bruin newspaper. During his time at UCLA, he began his professional career in entertainment publicity by working part-time as a for actress , an experience that introduced him to the industry's promotional demands. Cowan's studies were interrupted by , during which he served three years in the United States Army Air Forces; he completed his journalism degree at UCLA after the war, graduating in the mid-1940s before transitioning to full-time work in publicity.

Military service

After beginning his studies in journalism at the , Warren Cowan served in the United States Army Air Forces during for three years. Cowan was discharged in 1946, at which point he returned to civilian life and joined the public relations firm established by Henry C. Rogers, thereby launching his professional career in entertainment publicity. His wartime service thus bridged his nascent publicity efforts from college to his postwar focus on Hollywood public relations.

Career

Early career

While attending UCLA in the early 1940s, Warren Cowan began moonlighting as a , gaining initial experience in the field before his military service. Following his discharge from the U.S. Army Air Forces around 1945–1946, Cowan joined Henry C. Rogers' firm in , where he honed his skills in entertainment publicity during the post-war boom in Hollywood media coverage. Through these early roles, Cowan built his reputation with small-scale campaigns that showcased creative press strategies, such as his work on Joan Crawford's inaugural Academy Award bid for Mildred Pierce (1945), where he orchestrated unexpected media boosts to elevate her profile. He also handled initial publicity for clients like Kirk Douglas, managing modest promotions that highlighted their potential and laid the groundwork for long-term industry relationships. Additional efforts included publicizing television programs such as The Life and Legend of Wyatt Earp and G.E. Theater, demonstrating his ability to adapt print and broadcast tactics to television's growing influence.

Founding and growth of Rogers & Cowan

In 1950, Warren Cowan partnered with veteran publicist Henry Rogers, with whom he had joined in 1946, to co-found Rogers & Cowan. This collaboration capitalized on the post-World War II shift in the , where the decline of the created demand for independent publicity services for actors and productions. Starting with just a handful of staff, the agency quickly positioned itself as a leader in talent representation and . The firm experienced rapid expansion throughout the and , evolving from a operation into one of Hollywood's premier agencies by leveraging the rising star power of television and film celebrities. By the , Rogers & Cowan had grown to nearly 200 employees, handling a diverse portfolio that extended beyond into corporate communications. This scale was achieved through strategic internal development and key moves, including the 1986 acquisition of Rogers & Associates, which bolstered its entertainment expertise. In 1986, the agency reported $10.6 million in fee income. International growth accelerated in the late when Rogers & Cowan was acquired by the British firm Shandwick PLC in , integrating it into a larger global network and expanding operations to and beyond. Under Cowan's leadership as chairman after the acquisition, the agency continued to thrive, solidifying its status as the world's largest entertainment PR firm at the time. This acquisition not only provided resources for further international offices but also diversified services amid evolving media landscapes. The sale to Shandwick marked a turning point, leading Cowan to resign as chairman in 1992 after fulfilling his commitments, which prompted his semi-retirement from day-to-day operations at the firm. He subsequently observed a two-year non-compete period before launching his own venture, Cowan & Associates, in 1994. This transition allowed Cowan to step back while leaving a lasting infrastructure that influenced the PR industry.

Notable clients and innovations

During his leadership at Rogers & Cowan from the 1950s through the 1980s, Warren Cowan represented a roster of iconic entertainers spanning the of Hollywood to contemporary stars, building enduring relationships that shaped their public personas. Notable clients included , , , , , , , , , and , among others such as , , , and . The firm's expansion under Cowan's guidance allowed for an expansive client base that bridged film, music, television, and , from classic stars like Sinatra and Garland to 1980s figures including and Schwarzenegger. Cowan's firm managed high-profile campaigns that exemplified meticulous image management amid intense media scrutiny. For Elizabeth Taylor's starring role in Cleopatra (1963), Cowan coordinated comprehensive efforts, navigating the production's scandals—including Taylor's near-fatal illness and her romance with co-star —to sustain her status as a global icon. Similarly, Rogers & Cowan, under Cowan's oversight, protected Rock Hudson's image as America's quintessential leading man throughout the 1950s and 1960s, orchestrating media strategies that emphasized his charm and versatility while concealing personal aspects of his life. These efforts highlighted Cowan's approach to "star treatment," a holistic framework involving coordinated press placements, event orchestration, and crisis mitigation to cultivate and safeguard brands across eras. Cowan pioneered several influential techniques in entertainment during this period, emphasizing proactive media engagement over reactive responses. He launched the first independent campaign in 1945 by placing a trade-paper advertisement for Joan Crawford's performance in , which contributed to her Oscar win and established a model later adopted industry-wide. In 1950, Cowan created the Frank Invitational Golf Tournament, a -driven charity event featuring stars like , , and , which blended philanthropy with high-visibility promotion to amplify client exposure. His innovations extended to visits, early product placements in films, and strategic activations, all designed to integrate stars into cultural narratives and protect their reputations through layered media strategies. Additionally, Cowan developed public service campaigns for and supported launches like Paul products, tying influence to charitable impact.

Later career

Following the sale of Rogers & Cowan, Warren Cowan established his own firm, Warren Cowan & Associates, in 1994 after fulfilling a two-year . The boutique agency focused on entertainment , allowing Cowan to operate on a more selective basis compared to his earlier large-scale operations. Through Warren Cowan & Associates, he continued representing longtime clients such as , , and until his death. He also handled publicity for , particularly during the actor's transition to politics, and supported awards campaigns for films including (2002), (2005), and (2007). Into the 2000s, Cowan took on advisory roles, including consulting for projects and collaborating on initiatives with former President . His firm maintained a roster of corporate and clients, emphasizing strategic media guidance over high-volume representation. Cowan entered semi-retirement in his later years but remained active, working on select projects and his until the day before his death in 2008. He sustained influence in the industry through mentorship of younger publicists—earning Hollywood's Mentor of the Year award from in 2002—and participation in key events, where he shared insights from his decades-long career.

Personal life

Marriages and children

Warren Cowan's first marriage was to Ronnie Cowan (1926–1997), with whom he had two daughters: Bonnie Fleming and Linda Cowan. Linda Cowan, a graphic artist, was killed in 1989 by a drunk driver who was sentenced to six months in jail after the charge was reduced from ; her sister advocated for stronger justice in the case. Cowan's second marriage, to actress , lasted from 1959 to 1969 and produced one daughter, , born in 1964, who became a senior correspondent for Channel. He later had a brief third marriage to French actress from 1973 to 1979. Cowan's final marriage was to Barbara Gilbert Cowan in 1995; she was the former wife of actor and brought stepchildren into the family, including actresses and , as well as actor .

Death

Warren Cowan was diagnosed with cancer in late April 2008, just three weeks before his passing. He died on May 14, 2008, at the age of 87, at in , surrounded by family members including his wife Barbara and children. Funeral services were held on May 18, 2008, at 2 p.m. at Memorial Park in . Public tributes from industry peers followed shortly after, reflecting the profound impact of his decades-long career in entertainment . called Cowan "part of old Hollywood" who "knew everyone of importance in this town and represented most of them," while praised him as a "great friend and extraordinaire." Other figures, including and , expressed similar sentiments of admiration and loss.

Legacy

Contributions to entertainment public relations

Warren Cowan played a pivotal role in transitioning from a reactive, studio-dominated model to a proactive, independent industry essential for star image management. As the declined in the 1950s, Cowan co-founded Rogers & Cowan, which filled the void by emphasizing forward-thinking strategies to build and sustain celebrity personas, such as creating events like the Invitational Golf Tournament in 1950 to generate positive media buzz featuring stars like and . This shift allowed publicists to anticipate and shape public narratives rather than merely responding to crises, establishing PR as a creative force in Hollywood's evolving landscape. Cowan advanced international PR strategies during Hollywood's in the mid-20th century, expanding Rogers & Cowan into one of the world's largest firms by the , with a focus on cross-border client representation and eventual sale to a British in 1988. His efforts aligned with the industry's push into global markets, incorporating tactics like targeted media placements in and beyond to promote American talent abroad, thereby influencing how studios integrated international into their frameworks. This development helped normalize PR as a borderless tool for enhancing Hollywood's worldwide appeal. As of 2025, Rogers & Cowan continues to operate as an PR brand under Interpublic Group (IPG), following recent restructurings including the dissolution of the merged R&CPMK entity. In advocating for ethical practices, Cowan prioritized client privacy and credibility, fostering relationships with influential columnists like and to secure favorable coverage without , even amid potential scandals. His "old-school" approach, described as honest and non-adversarial, emphasized cajoling over confrontation, which protected stars' images while upholding professional integrity in an era prone to gossip-driven narratives. Cowan's influence extended to firm models, making PR a core component of studio by pioneering independent Oscar campaigns, such as the 1946 effort for in that used trade ads to sway voters and secure her win. This innovation demonstrated how specialized PR could amplify studio efforts, setting standards for integrating into broader promotional ecosystems.

Mentorship and influence

Warren Cowan served as a mentor to scores of publicists throughout his over 60-year career in entertainment publicity, guiding many who went on to become leaders in the field. At Rogers & Cowan, which grew into one of the world's largest entertainment public relations firms under his leadership, Cowan fostered training programs that emphasized creative strategies and unwavering client loyalty, shaping the of two generations of Hollywood publicists. Cowan's influence extended beyond direct supervision, earning him recognition as a trailblazer in entertainment publicity whose approaches epitomized modern celebrity management long before the rise of contemporary power publicists. Peers credited him with pioneering techniques that transformed how stars were positioned in the media, influencing the evolution of the profession. Following his departure from Rogers & Cowan in 1992 and the launch of his own firm in 1994, Cowan continued to exert influence through post-retirement interviews, such as his 2001 oral history with the Television Academy, where he shared insights on timing and long-term client relationships. In , he received the Mentor of the Year award from , honoring his lifelong commitment to training and inspiring future publicists.

References

  1. https://www.nytimes.com/2008/05/16/business/media/16cowan.html
  2. https://variety.com/2008/film/markets-festivals/warren-cowan-dies-at-87-1117985715/
  3. https://www.latimes.com/archives/la-xpm-2008-may-16-et-cowan16-story.html
  4. https://interviews.televisionacademy.com/interviews/warren-cowan
  5. https://variety.com/1995/scene/people-news/henry-rogers-99127398/
  6. https://www.latimes.com/archives/la-xpm-1991-10-13-ca-1166-story.html
  7. https://rcpmk.com/our-story/
  8. https://www.ericschwartzman.com/on-the-record-online-with-warren-cowan-rogers-cowan-founder-2/
  9. https://www.nytimes.com/1987/04/01/business/advertising-british-buy-rogers-cowan.html
  10. https://www.nytimes.com/1986/01/27/business/advertising-rogers-cowan-buys-rogers-associates.html
  11. https://deadline.com/2019/07/rogers-and-cowan-pmkbnc-merge-interpublic-owned-showbiz-pr-brand-marketing-agencies-join-forces-1202656903/
  12. https://www.televisionacademy.com/features/news/innovative-publicist-warren-cowan-dies
  13. https://www.vanityfair.com/news/2003/07/elizabeth-taylor-affair-200307
  14. https://madisoncountymagazine.com/stories/confessions-from-the-frontlines-of-the-music-business%2C190
  15. https://www.prweek.com/article/1252739/famed-publicist-warren-cowan-dies
  16. https://www.presstelegram.com/2008/05/15/cowan-87-was-publicist-to-the-stars/
  17. https://www.imdb.com/name/nm1174230/bio/
  18. https://www.latimes.com/archives/la-xpm-1989-12-16-me-8-story.html
  19. https://www.foxnews.com/entertainment/barbara-rush-warren-cowans-1959-wedding-album-hollywood-royalty
  20. https://www.findagrave.com/memorial/26855297/warren-cowan
  21. https://www.chicagotribune.com/2008/05/17/warren-cowan-1921-2008/
  22. https://www.dailynews.com/20080515/legendary-hollywood-publicist-dies/
  23. https://variety.com/2025/biz/news/rcpmk-michael-nyman-acc-cindi-berger-hollywood-pr-1236584373/
  24. https://variety.com/2008/more/news/warren-cowan-a-pr-pioneer-1117985964/
  25. https://www.adweek.com/performance-marketing/warren-cowan-dead-at-87/
  26. https://www.ctinsider.com/news/article/Hollywood-Honors-Publicist-Cowan-7097479.php
  27. https://www.hollywoodreporter.com/business/business-news/warren-cowan-dies-at-87-111806/
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