Rogers & Cowan: Profile Of A Leading Entertainment PR Firm
Rogers and Cowan is a global PR firm with their headquarters in Los Angeles, and additional offices in New York, Boca Raton, Atlanta, and London. They are a division of the Interpublic Group of Companies, providing them access to people and offices all around the world if needed.
History and Background
Henry Rogers and Warren Cowan opened their firm’s doors in 1950 when actors and actresses were promoted almost exclusively by the studios where they were under contract. R&C revolutionized the industry by promoting them independent of the system established by the studios. In 1987, R&C was acquired by Shandwick PLC, the largest PR consultancy in the U.K. In 1998, Shandwick was purchased by the New York-based Interpublic Group of Companies.
Tom Tardio became co-chairman in 1991 along with Paul Bloch, one of the firm’s original partners. Tardio left the company earlier this year to pursue a new opportunity in Silicon Valley, but continues in an advisory capacity as needed. Under Tardio’s guidance, R&C added PR and advertising for independent and studio films, cable and network programing, fashion, album launches, concert tours, film festivals, and awards shows / high-profile entertainment related events.
Later they also added digital entertainment and consumer electronic devices. And in 2009, Tardio launched AllWays Integrated Marketing, a separate PR brand bringing together various aspects of PR marketing. The agency’s specialized Black Sheep SMG unit cultivates and builds loyal brand followings while creating well-designed branded social messages for their clients.
Along with all that talent representation, R&C does product placement into films and television programming. They have experience helping clients with branding strategy and message development, influencer engagement, community management, local and national event planning and management, thought leadership and executive visibility, and media and social media intelligence and marketing.
R&C actively participates in public relations and advertising for music launches, red-carpet events, entertainment, talent representation, television campaigns, faith and family efforts, festival support, and film campaigns.
Clients and Awards
Clients have included Ford, Coca-Cola, Amazon Studios, Hallmark, HGTV / DIY Networks, Microsoft, Mel Gibson, Walden Media, Fox Consumer Products, the Bahamas, Kardashian Beauty, Target, The Recording Academy’s Grammys, and EA Sports.
R&C has won several awards, including a PRSA Silver Anvil Award of Excellence, a PRism Award, a 2013 CSR Award, and an Adweek Buzz Award. They were also named Bulldog Reporter’s 2012 and 2013 Agency of the Year.
This firm has a long history in the entertainment and related fields, they’ve expanded into new arenas over the years, but their core efforts are still focused around entertainment-related efforts.