Fred Cook


As the visionary for the agency, and an employee of 30 years, Fred is constantly thinking of ways to help Golin and its clients compete in a constantly evolving world. To that end, in 2011 — in an effort to address the dramatic changes taking place in the communications industry — Fred created Golin’s revolutionary g4 model. This structure transformed our agency from a hierarchy of generalists to communities of specialists and inspired others to rethink the way they work.

With previous stints as a cabin boy, hotel doorman, substitute teacher and tour guide – to name a few — Fred has built his career on improvisation. As he outlines in his recently published book — Improvise — each experience has taught him valuable lessons that he brings to Golin, including his newest responsibility as the Director of the USC Center for Public Relations. His bold leadership and inspirational perspective challenges conventional thinking and propels agency staff to continue creating change for clients through brave work worthy of awe and action.


Fred took up running at the age of 50 and has since completed nine marathons.

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