Warren Cowan & Associates spokeswoman Jazmine Vicenty confirmed early Thursday that Cowan had died. She declined to give other details.

The trade paper Daily Variety reported Cowan died Wednesday night of heart failure and cancer at Cedars-Sinai Medical Center.

The jovial Cowan, known for working the press lines at awards shows and other events, was still actively promoting clients this year.

Cowan and his mentor Henry C. Rogers founded Rogers & Cowan in 1950 and saw it become one of the world’s biggest entertainment public relations firms. Among its stable of celebrity clients were Danny Kaye, Kirk Douglas, Tony Curtis, Shirley MacLaine, Roberto Benigni and Elton John.

In 1988, Rogers & Cowan was sold to the British conglomerate Shandwick PLC. Cowan set up his new company, Warren Cowan & Associates, six years later.

Rogers died in 1995 at age 82.