How Hack Days Are Helping Ad Agencies Find the Next Big Ideas

Tapping into teamwork for creative breakthroughs

When Kettle landed the Mad Libs account over a year ago, the New York-based agency's first task was to develop an iOS app, fast. With no time to waste, Kettle held an agencywide hack day—a concept born in Silicon Valley where programmers collaborate intensively on software projects—to spark ideas. The goal? Push the agency's creative boundaries and expedite the process. By kicking the project off with a 10-hour hack day, Mad Libs had a well-designed mobile gaming app up and running in roughly four months.