Lauren Hanko, Director, recently celebrated 20 years at Harmelin Media. To mark the occasion, we caught up with her to hear her thoughts on the ever-evolving media industry and to get to know her a little better.
How have emerging technologies and AI impacted our industry since your last interview?
The biggest change since my last interview has probably been how quickly AI has become part of our everyday work. We now have access to technology that allows us to analyze data, identify trends and insights, optimize campaigns, and streamline everyday tasks much faster than we could before.
AI is also changing the creative landscape, bringing new considerations around AI-generated content and how it should be disclosed. As the use of AI in creative continues to grow, I think we’ll continue to see the industry evolve around disclosure requirements and how brands navigate them.
Even with all these advancements, I think the human side of our business is even more important. We still need to understand our client’s business, know the right questions to ask, and use our own experience to determine whether the information and recommendations make sense. For me, AI is a tool that helps us work smarter and more efficiently, rather than something that replaces the strategy and relationships behind what we do.
What are some consumer trends or behaviors that have shifted in our industry since your last interview?
From working in the healthcare category, one of the biggest shifts I’ve seen is how much more involved consumers are in making healthcare decisions. People have access to significantly more information than they did in the past, and they’re doing their own research before deciding where to go for care.
From a media perspective, that means we have to think beyond just creating awareness. We need to be there throughout the consumer journey, as education and building trust have become even more important. Media has also evolved, and there are many more ways to reach consumers. That makes it even more important that we’re strategic about where and how we reach our target audience.
Where do you see the industry in the next 1 year / 5 years / 10 years?
In the next year, I think we’re going to continue to see AI become more integrated into our everyday work, whether that’s research, planning, optimization, measurement, or simply helping us work more efficiently. At the same time, media will continue to become more fragmented, so understanding where and how to reach consumers will become more important.
It’s hard to predict where the industry is heading in the next 5-10 years, especially when you think about how much has changed in just the last five years. I think we’ll see increased automation and continued advancements in targeting and measurement. Technology will continue to give us new tools and capabilities, but how we apply them strategically to solve our clients’ challenges and reach consumers will always be important. Five years ago, I said the nice thing about media is that we’ll never be bored and we’ll always be learning, and I think that’s even more true today.
Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. What’s your favorite way to spend time off?
I love to travel and experience new places. My goal is to visit three new places each year, whether it’s a small town or a new country. I like to buy an ornament from each place I visit, and every year when I decorate the tree, it’s fun to look back and remember all the places I’ve been.
What is your favorite movie, TV show, song, or book that you never get tired of?
Right now, I’ve been really into this season of Dancing with the Stars. As a Millennial, it’s been fun to see some of the stars I grew up watching now compete on the show. A show I’ll never get tired of, though, is Friends. It’s my comfort show, and whether I’m having a good or bad day, I can always put it on and relax. I guess you could say it’ll always be there for me.
Have you done any volunteer work that has left a lasting impact on you?
Yes, over the past ten years or so, I’ve volunteered with Camp Erin, a bereavement camp for kids 6-17. Having lost my mom, the experience is very meaningful to me because I can relate in my own way to what the kids are going through while also giving back to the community. It’s only one weekend a year, but the connections you make with the campers and other volunteers really have a lasting impact.
How do you usually like to start your day before work?
I like to start my day with a run or strength workout. It puts me in a good mood and gets me ready for the day. If I have extra time, I’ll play a few of the NY Times games. And, of course, strong coffee!
Reflections from the Harmelin Community
Itzel Gonzalez, Director, shares: “I’ve been fortunate to work alongside Lauren for more than a decade. She brings authenticity, dedication, and heart to everything she does. No matter the challenge, she always finds a way to push through for her clients, and you can always count on her to show the same level of commitment and care as a friend and colleague. Congrats Lauren!”
Debra Storbrauck, Associate Director, adds: “I’ve had the privilege of working with Lauren for most of my career at Harmelin, and I’m grateful for everything I’ve learned from her along the way. Her vast industry knowledge, dedication to her clients, and commitment to her work always stand out. Lauren is also someone who genuinely enjoys connecting with her coworkers, whether it’s chatting about life outside of work or coming together for team outings and events. I’m grateful for the influence she has had on my professional growth and for all the years we’ve had the opportunity to work together. Congratulations Lauren on this incredible milestone!”
Travis Adams, Senior Vice President, reflected “One of the things I admire most about Lauren is how much thought and care she puts into everything she does. She’s an incredibly talented planner who brings a level of organization, attention to detail, and knowledge that makes everyone around her better. Just as importantly, Lauren is the definition of a team player. She’s always willing to step in, take on more, and do whatever it takes to support her teammates and her clients. Her dedication and work ethic have made a tremendous impact on Harmelin over the past 20 years, and I’m happy to have gotten to work with her these past couple years.“
Congratulations, Lauren! Thank you for your 20 years of commitment to Harmelin and our clients.
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