Warren Cowan, one of the most innovative and creative publicists, has died. He was 87.

Cowan died Wednesday night of heart failure and complications from cancer at Cedars-Sinai Medical Center in Los Angeles, three years after being diagnosed with melanoma.

The New York native has represented almost every major star during the past 50 years, from Paul Newman to Elizabeth Taylor, from Danny Kaye to Kirk Douglas, from Frank Sinatra to Tony Curtis, John Wayne, Clint Eastwood, the Doors and Michael Jackson.

He became a partner with his mentor, Henry C. Rogers, in the entertainment public relations firm, which became Rogers & Cowan. The firm earned a name in the world of entertainment industry and, in a short period of time, became the biggest entertainment PR firm in the world.

Cowan represented everyone from artists and musicians to Fortune 500 companies and politicians, including President Ronald Reagan and Gov. Arnold Schwarzennegger.

“Warren Cowan has been part of my life since I was a very young actress,” Joanne Woodward, one of the Rogers & Cowan’s clients said. “I can't imagine life without him.”

“Warren Cowan was a longtime friend and associate. He was a part of Old Hollywood. He knew everyone of any importance in this town and represented most of them.”

His longtime friend and client Jerry Weintraub said he admired Warren and he has been a part of his life for a ling time and he had “always had the greatest respect and admiration for him.”

Funeral services will be held at 2 p.m. on Sunday at Mount Sinai Memorial Park, 5950 Forest Lawn Dr., Los Angeles.