Cook became known as a brilliant parliamentary debater, and rose through the party ranks, becoming a frontbench spokesman in 1980, and reaching the Shadow Cabinet in June 1983, as spokesperson on European affairs. He was campaign manager for Neil Kinnock's successful 1983 bid to become leader of the Labour Party. A year later he was made party campaign co-ordinator but in October 1986 Cook was surprisingly voted out of the shadow cabinet. He was re-elected in July 1987 and in October 1988 elected to Labour's National Executive Committee. He was one of the key figures in the modernisation of the Labour Party under Kinnock. He was Shadow Health Secretary (1987–92) and Shadow Trade Secretary (1992–94), before taking on foreign affairs in 1994, the post he would become most identified with (Shadow Foreign Secretary 1994–97, Foreign Secretary 1997–2001).