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Rogers & Cowan
IndustryPublic Relations
Marketing
Founded1950
HeadquartersLos Angeles, California, USA
Area served
Worldwide
Key people
Tom Tardio, Chairman, CEO
Paul Bloch, Co-chairman
Websitewww.rogersandcowan.com


Rogers & Cowan is a global marketing and public relations agency. A division of the Interpublic Group of Companies (NYSE: IPG), the company is based in Los Angeles, with offices in New York, Nashville, and London.[1]

History

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Rogers & Cowan was founded in 1950 in Los Angeles, California, by Henry Rogers and Warren Cowan. Actors and actresses were then promoted almost exclusively by the film studios to whom they were under contract,[2] and Rogers and Cowan recognized the advantages of promoting actors and actresses independent of the studio system. Pioneering the now-standard practice of independent entertainment PR, Rogers & Cowan became the largest and most successful entertainment public relations firm in the world.[3][4]

In 1987, Rogers & Cowan was acquired by the London-based Shandwick P.L.C., the largest public relations consultancy in the UK.[5][6] Founded and led by Lord Peter Chadlington (formerly Peter Gummer),[7] Shandwick PLC was purchased by New York based Interpublic Group of Companies in 1998.[8] [9] Tom Tardio has been Rogers and Cowan's chairman and CEO since 1991.[10] Paul Bloch, one of the firm's original partners, is the company's co-chairman.[11]

In the early 90s, Rogers & Cowan's initial focus on entertainment expanded beyond celebrities into the film, television and music industries, as Rogers & Cowan branched into independent and feature film releases,[12] international film festivals,[13]cable and network television programming,[14]album launches,[15] concert tours,[[16]fashion designers and collections,[17] and awards show campaigns and high-profile entertainment events.[18] In addition, Tardio led Rogers & Cowan into digital and streaming entertainment, enhanced television, and consumer electronic devices,[19] and implemented a worldwide acquisition strategy to grow the agency’s entertainment and consumer marketing offerings. Since 2004, Rogers & Cowan has acquired talent and resources from the fields of international film (Denmead Marketing, 2004)[20]fashion (Film Fashion, 2005),[21]arts and culture (Hinckley & Co., 2006),[22]television and lifestyle marketing (Spotlight Communications, 2008),[23]and faith and family marketing (L.A.B. Media, 2008).[24] Additionally, in 2009, Tardio launched AllWays Integrated Marketing, a separate PR brand focused on meshing key PR disciplines.

While Rogers & Cowan's core business has been entertainment public relations since it's founding, the company additionally specializes in product placement and negotiates product integrations into films, television programs, music videos and webisodes. The agency has been praised by the film and marketing community for their integration of American Airlines into the Paramount Pictures feature film Up in the Air.[25][26]

Rogers & Cowan have won several awards for their public relations and marketing campaigns, including a 2013 CSR Award (EKOCYCLE Coca-Cola) campaign;[27]a PRSA Silver Anvil Award of Excellence (USA Pro Cycling Challenge);[28][29] an Adweek Buzz Award (Microsoft Windows Live;[30] and a PRism Award.[31] Additionally, Rogers & Cowan was named Agency of the Year by the Bulldog Reporter. [32]

Rogers & Cowan's most recent noteworthy campaigns include the relaunch of MySpace,[33] a public relations campaign for The Cooking Channel[34]and a multi-platform campaign for Sprite Films.[35]

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References

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  1. ^ "Rogers and Cowan at Interpublic Group". Interpublic. Retrieved 8 August 2013.
  2. ^ "Early Promotion and Publicity". Film Reference. Retrieved 8 August 2013.
  3. ^ Thomas, Jr., Robert McG. "Henry Rogers, 82, Press Agent Who Built Hollywood Stars". May 1, 1995. New York Times. Retrieved 21 June 2013.
  4. ^ Thomas, Bob. "Super publicist Warren Cowan dies in Los Angeles". May 15, 2008. USA Today. Retrieved 21 June 2013.
  5. ^ Gillot, Roger. "Rogers and Cowan To Be Acquired By British Firm". March 31, 1987. Associated Press. Retrieved 7 August 2013.
  6. ^ Dougherty, Phillip H. "Advertising: British Buy Rogers & Cowan". April 1, 1987. New York Times. Retrieved 8 August 2013.
  7. ^ "Peter Chadlington: Executive Profile". Business Week. Retrieved 7 August 2013.
  8. ^ "Once Is Not Enough For Chadlington". September 12, 2004. The Telegraph. Retrieved 7 August 2013.
  9. ^ Kaiser, Robert G. "Chapter 18". July, 2000. Washington Post. Retrieved 7 August 2013.
  10. ^ Horovitz, Bruce. "Chief of Rogers & Cowan Steps Down". January 23, 1991. Los Angeles Times. Retrieved 8 August 2013.
  11. ^ Variety Staff. "The Tops In Spin". February 21, 2005. Variety. Retrieved 7 August 2013.
  12. ^ "Rogers & Cowan at IMDb". IMDb. Retrieved 22 June 2013.
  13. ^ "Rogers and Cowan Returns to Handle Worldwide PR for the Bahamas International Film Festival". October 6, 2010. Bulldog Reporter. Retrieved 7 August 2013.
  14. ^ The Fix. "Rogers & Cowan Take the Spotlight". October 15, 2008. Daily Front Row. Retrieved 21 June 2013.
  15. ^ Weber, Paul J. "Prince Delivers Funk Filled Finale at SXSW". March 18, 2013. Travel and Leisure. Retrieved 21 June 2013.
  16. ^ Via The Motley Fool. "Yahoo! Brings Fans the Exclusive Global Online Live Stream of the Rolling Stones 50TH Anniversary Co". December 15, 2012. Yahoo!. Retrieved 21 June 2013.
  17. ^ "Fashion PR - Our Report On Beauty & The Media". January, 2000. Retrieved 21 June 2013.
  18. ^ Holmes, Paul. "For 12th Year, Rogers & Cowan Handles PR for Grammys". January 25, 2004. The Holmes Report. Retrieved 21 June 2013.
  19. ^ Harris, Dana. "R & C Expands Tardio Duties". April 4, 2001. Variety. Retrieved 22 June 2013.
  20. ^ Dunkley, Cathy. "Rogers & Cowan gets mits on Denmead". December 8, 2004. Retrieved 22 June 2013.
  21. ^ Chabria, Anita. "Rogers & Cowan acquires prominent product placement firm". May 11, 2005. PR Week. Retrieved 22 June 2013.
  22. ^ Holmes, Paul. "Hinckley Sells Cultural Marketing Firm to R&C". May 3, 2006. Holmes Report. Retrieved 22 June 2013.
  23. ^ Weprin, Alex. "Maggie Gallant Joins Rogers & Cowan". October 15, 2008. Broadcasting and Cable. Retrieved 22 June 2013.
  24. ^ "Purpose: Family and Faith Based Summit". June 21, 2013. Variety. Retrieved 8 August 2013.
  25. ^ Martin, Hugo. "Sky's the Limit for Film Deals". November 14, 2009. Los Angeles Times. Retrieved 21 June 2013.
  26. ^ Newman, Andrew Adam. "A Dream for an Airline and a Hotel Chain". December 20, 2009. New York Times. Retrieved 8 August 2013.
  27. ^ "2013 CSR Awards: Event—CSR/Green Focus". February 11, 2013. PR News. Retrieved 8 August 2013.
  28. ^ "Rogers & Cowan Rides To Success". 2012. PRSA. Retrieved 8 August 2013.
  29. ^ Krietsch, Beth. "Pro Cycling Challenge Picks Rogers and Cowan". November 14, 2011. PR Week. Retrieved 8 August 2013.
  30. ^ Solman, Gregory. "John St., Crispin Score Buzz Awards". October 31, 2007. Adweek. Retrieved 8 August 2013.
  31. ^ "PRism Award Winners" (PDF). 2009. PRSLA.
  32. ^ "Stars of PR Awards for Outstanding Achievement by Communications Agencies and Professionals Have Been Announce". August 17, 2012. Bulldog Reporter. Retrieved 8 August 2013.
  33. ^ Stein, Lindsay. "Rogers & Cowan Boosts MySpace Reincarnation". June 21, 2013. PR Week. Retrieved 8 August 2013.
  34. ^ "Rogers & Cowan Hired as AOR For Cooking Channel". May 14, 2010. Bulldog Reporter. Retrieved 8 August 2013.
  35. ^ Krietsch, Beth. "Sprite Gives A Refreshing Lift to Young Filmmaker competition". July 1, 2011. PR Week. Retrieved 8 August 2013.
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