Variety calls Cowan the "father of Hollywood press agents" and his firm, Rogers and Cowan, at one time "the biggest entertainment PR firm in the world, with a list of clients that reads like the entertainment industry's 'Who's Who.'" Also, here's an excerpt from the official obit going around town:

Warren Cowan, 87, the legendary publicist who pioneered entertainment publicity and co-founded iconic entertainment PR firm Rogers & Cowan, passed away last night (Wednesday, May 14, 2008) just three weeks after being diagnosed with cancer. He passed peacefully at Cedars-Sinai and was surrounded by his family, including wife Barbara, daughter Claudia Cowan, and step-daughters Melissa Gilbert and Sara Gilbert.

Cowan’s passing marks the end of an era from the “Hollywood press agent” he personified and perfected to today’s PR people. His career spanned more than 60 years, joining publicist Henry Rogers at his new firm in 1946 following Cowan’s three years in the U.S. Air Force and graduation from UCLA. He became a partner in Rogers & Cowan in 1950.

Over the years, Cowan represented the biggest stars, most-successful movies, most-spectacular television shows, and handled everyone from Fortune 500 companies to authors and politicians. Two of his former clients were President Ronald Reagan and Governor Arnold Schwarzenegger. He and President Reagan often joked that if Cowan had done a better job with publicity during his acting career, Reagan wouldn’t not have had to find a new career in politics.

Cowan was one of Hollywood’s most energetic executives and worked as much as the clock would allow. He started early. While attending UCLA and majoring in journalism, he was moonlighting and multi-tasking as publicist for actress Linda Darnell, then one of 20th Century-Fox’s biggest stars, while working as a reporter for UCLA’s “Daily Bruin.”

His client list over the years included the biggest names – and often the biggest publicity stunts – in entertainment history. Until his death, he still represented long-time clients Paul Newman and Joanne Woodward at his entertainment PR firm, Warren Cowan & Associates.

His clients over the years included Elizabeth Taylor, Danny Kaye, Kirk Douglas, Frank Sinatra, Tony Curtis, Shirley MacLaine, Elton John, Doris Day, Gene Kelly, Lucille Ball, Judy Garland, Jennifer Jones, Steve McQueen, Natalie Wood, Robert Wagner, Joan Crawford, President Reagan, Governor Schwarzenegger, Sylvester Stallone, Aaron Spelling, Jack Valenti, Cary Grant, Jack Lemmon, Danielle Steel, John Wayne, Henry Mancini, Bette Midler, Merv Griffin, Clint Eastwood, The Doors, Audrey Hepburn, Michael Jackson and Peter Ustinov.

If asked who his favorite client was, Cowan’s answer never varied: "The next one."

Cowan was a childhood friend of Variety's Army Archerd. The funeral is Sunday at 2 pm at Mt. Sinai.