Rogers & Cowan
Encyclopedia
Rogers & Cowan is a global public relations agency based in Los Angeles, with offices in New York City, Nashville and London. The agency is a part of the Interpublic Group of Companies NYSE:IPG.
for more than 15 years coordinating and negotiating product integrations into films, television programs, music videos and webisodes, including American Airlines integration into the Paramount feature film "Up in the Air."
. Realizing the potential of promoting actors and actresses independent of the studio system, Rogers & Cowan pioneered entertainment PR and soon became the largest Entertainment PR firm in the world representing some of the industry’s most well-known movie stars.
Tom Tardio has served as CEO since 1991; Paul Bloch, one of the original partners of the firm, is the current co-chairman.
In 1987, Rogers & Cowan was acquired by Shandwick P.L.C., Britain’s largest public relations firm based in London, which was founded and led by Lord Peter Chadlington (formerly Peter Gummer). Shandwick P.L.C. was purchased by New York based Interpublic Group of Companies in 1998. The firm has made a number of important strategic talent and resource acquisitions from the fields of international film (Denmead Marketing, 2004), fashion (Film Fashion, 2005), arts and culture (Hinckley & Co., 2006), cable television TV / lifestyle marketing (Spotlight Communications, 2008), and faith and family marketing (L.A.B. Media, 2008), and opened a UK film division in London in 2006.
Entertainment PR
Since its founding, the firm's core business has been entertainment PR, stemming from its roots as the first public relations firm to realize the potential of promoting actors and actresses independent of the Studios and TV Networks. This has expanded into the film, television and music industries, managing independent and feature film releases, international film festivals, cable and network television programming, album launches, concert tours, fashion designers and collections, and award show campaigns. Rogers & Cowan was the first agency to recognize the opportunities in working with corporate and consumer brands and soon began leveraging their expertise in entertainment for a diversity of Fortune 500 and emerging brands from industries including packaged and bottled goods, consumer technology, health and wellness, beauty, lifestyle and automotive. This additional focus led to the development of an integrated marketing approach that brought together a variety of PR disciplines such as media relations, celebrity/influential seeding, promotional campaigns, product placement and special events. The company has specialized in product placementProduct placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
for more than 15 years coordinating and negotiating product integrations into films, television programs, music videos and webisodes, including American Airlines integration into the Paramount feature film "Up in the Air."
Company history
Rogers & Cowan was founded in Los Angeles, CA in 1950 by Henry Rogers and Warren CowanWarren Cowan
Warren Cowan was a prominent American film industry publicist. He was born in New York City and attended Townsend Harris High School, a school for boys on the educational fast track. A fellow classmate was Variety columnist Army Archerd...
. Realizing the potential of promoting actors and actresses independent of the studio system, Rogers & Cowan pioneered entertainment PR and soon became the largest Entertainment PR firm in the world representing some of the industry’s most well-known movie stars.
Tom Tardio has served as CEO since 1991; Paul Bloch, one of the original partners of the firm, is the current co-chairman.
In 1987, Rogers & Cowan was acquired by Shandwick P.L.C., Britain’s largest public relations firm based in London, which was founded and led by Lord Peter Chadlington (formerly Peter Gummer). Shandwick P.L.C. was purchased by New York based Interpublic Group of Companies in 1998. The firm has made a number of important strategic talent and resource acquisitions from the fields of international film (Denmead Marketing, 2004), fashion (Film Fashion, 2005), arts and culture (Hinckley & Co., 2006), cable television TV / lifestyle marketing (Spotlight Communications, 2008), and faith and family marketing (L.A.B. Media, 2008), and opened a UK film division in London in 2006.