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Gregory J. Cook

Attorney Profile

Top Rated General Litigation Attorney in MIlwaukee, WI

Greg Cook Law Offices, S.C.
309 North Water Street, Suite 160
MIlwaukee, WI 53202
Phone: 414-224-5100
Fax: 414-224-5105
Selected to Super Lawyers: 2009 - 2021
Licensed in Wisconsin Since: 1976
Practice Areas: General Litigation (20%), Insurance Coverage (50%), Personal Injury - General: Plaintiff (30%)
Attorney Profile

Greg Cook trained under the great Austin W. Kivett, a veteran of both world wars and a gentle soul who taught the eternal basic truths of trial practice.  Knowing what to do in front of a jury and when to do it. As with combat, it must be experienced. Great trial attorneys must practice their skills constantly to understand their special strengths and weaknesses in the eternal battle to touch the hearts and minds of jurors, all while seriously searching for the truth.  A trial is a beautiful thing and when it is done right. A trial attorney can feel it. Cook is far from the best trial attorney, even after 150 trials he learns new things and still makes mistakes.  The best skill an attorney can have is to listen and learn all the time, especially from judges (who know the most about how a jury thinks and decides).  Learning that "less is more", knowing when to stop, avoiding the desire to argue too much, too long, too strenuously.  Handling the key aspect of any case is the interrogation of the witness.  There is an art to direct exam, a way to make it interesting and attention worthy.  There is a greater art to cross examination.  To be human with a hostile witness, to know how to obtain the truth from a reluctant or even devious witness, to make that interesting without being laborious.   In today's information age, the critical factor is to be brutally honest about both the strengths and the weaknesses of a case. No case is perfect. Considering he represented insurance companies for over 30 years, then plaintiffs for half as long, Cook feels he knows how both sides of the aisle think. And knowing how the opponent thinks is like knowing the next chess move. Currently Cook concentrates on cases involving first party insurance coverage issues (including bad faith) related to fire, hail, windstorm, and other catastrophic losses, as well as catastrophic personal injury including wrongful death. Cook has tried cases to verdict in state and federal courts in Wisconsin and Illinois.  He tried ten cases to verdict which reached the Wisconsin Court of Appeals and Supreme Court. He has tried cases in 38 of Wisconsin's 72 counties. His experience was recognized when he was inducted into ABOTA in 2008.  Cook has a strong desire to impart his experience to younger attorneys, both within and without his firm.  He mentors when he can and has taught numerous seminars.   

About Gregory J. Cook

First Admitted: 1976, Wisconsin

Professional Webpage:

Pro bono/Community Service

  • West End Community Service Award  



Educational Background

  • Marquette University, JD, 1976

Bar/Professional Activity

  • Recipient of the Donald O'Melia Award for Local Service, 1994


  • Donald O'Melia award for contribution of Public Service in the local community.  Worked to develop the Landlord Compact and improve leasing practices and procedures., State Bar Of Wisconsin, Public Service Award, 1995

Special Licenses/Certifications

  • Ceritified as Trial Advocate with American Board of Trial Attorneys by amassing over 400 trial days encompassing 140 civil jury trials., 2008

Other Outstanding Achievements

  • Cook was selected for America's Top 100 Attorneys, 2017
  • Cook was inducted into ABOTA.  He has logged over 500 trial days in his career spanning 30 years and has 139 verdicts to his credit., 2008


  • Cook settled bad faith case against insurer following delay and underpayment of tornado loss claim, interference by company attorneys regarding Raze Order, and damages for attorney fees, consequential damages., 2020
  • Settled a hand amputation case for a confidential sum.  Worker lost hand from unguarded opening in mixing machine., 2014
  • With Co-counsel Scott Lawrence, won a stray voltage farm case that reached the Supreme Court of Wisconsin and changed the law on discovery of injury, GUMZ v. NSP, 2005
  • Won a bad faith case for denial of life insurance benefits., 2021
  • Resolved major claim against insurer for $900,000 relating to bad faith handling of jewelry loss, failing to assist insured with renewal of coverage before a fire without insurance, consequential damages for loss of business income, attorney fees, and 628.46 interest, 2021
  • Cook settled portion of major bad faith case against insurer on hail loss claim in Dane County.  Case is proceeding., 2020
  • Cook won first party claim agains UM carrier Progressive Insurance who refused to pay 50,000 limit on case of liability.  Plaintiff was awarded $279,000 in Racine County jury verdict.   , 2018
  • Cook successfully settled RESPA claim against Credit Union for failing to pay insurance premiums resulting in an uninsured loss of over 500 thousand dollars.  Case settled for confidential sum. , 2019
  • Cook won an insurance coverage/bad faith verdict along with co-counsel Scott Lawrence in Calumet county for a farmer who was denied coverage when his silo fell onto his barn following a fire and explosion.  The carrier ignored evidence supporting coverage and orchestrated a denial of the claim from the first day.  The award of 1.2 million included punitive damages twice the covered loss., 2009
  • Cook settled a Trucking accident claim where the plaintiff suffered multiple injuries.  Plaintiff's recovery was remarkable. But he lost a promising business.  The case settled for $3,250,000 in Milwaukee County.  Co-counsel for plaintiff was Will Techmeier., 2019

Industry Groups

  • Farmers
  • Insureds
  • Small Businesses
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Office Location for Gregory J. Cook

309 North Water Street
Suite 160
MIlwaukee, WI 53202

Last Updated: 6/18/2021

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