More than 60 years after its inception, storied Los Angeles public relations firm Rogers & Cowan – once handlers to Paul Newman and Frank Sinatra – is still a Hollywood mainstay, but an ongoing expansion into branding and integrated marketing means Tinseltown is now only part of the agency’s equation.
Its 2013 acquisition of Boca Raton-based Zucker Public Relations and its founder, Valerie Zucker, means Zucker’s agency now comprises Rogers & Cowan’s new Southeastern regional office.
While still representing superstars such as Liam Hemsworth, Britney Spears, Elton John, Robert Downey Jr. and Hugh Jackman, Rogers & Cowan also works with brands such as Coca-Cola, Target and Lancôme. The agency’s blossoming direction fits well with Zucker’s track record with brands such as Lamborghini, Ferrari, Bloomingdale’s and restaurants such as Morton’s The Steakhouse.
In business since 2001, Zucker has also handled events and media activities for the Miami Heat’s Chris Bosh, Aerosmith frontman Steven Tyler, Indy 500 winner Helio Castroneves and Real Housewives personality Lea Black.
“The best approach is for us to bring fresh ideas to our clients and operate with them out of certain regions of the United States,” says Rogers & Cowan Los Angeles-based CEO Tom Tardio, of R&C’s move into Florida.
Tardio, who first took notice of Zucker when she spearheaded a fragrance launch on behalf of actress Pamela Anderson, also has his sights set on Florida’s vast Latin American population and the music, fashion, lifestyle and real estate purchases that Latin Americans make while living here or visiting.
“Were building a business plan that we think will help local South Florida companies provide the right type of outreach,” he says.
—City & Shore staff
Rogers & Cowan, 2424 N. Federal Highway, Suite #150, Boca Raton,