In Chapter 2 of 10 of her 2010 Capture Your Flag interview with host Erik Michielsen, marketing innovator and digital strategist Caroline Giegerich learns to sell brands content ideas and innovation through her transition from HBO to advertising agency Initiative Worldwide. Coming from a content company, HBO, she learns to apply skills here to different content-based brands. She learns the importance of learning new markets, including consumer goods and automotive, to understand how brands operate and work. Giegerich is currently Director of Innovations at Initiative, where she brainstorms and executes cross-platform marketing strategies. She has worked in online marketing roles at both HBO and the Los Angeles Times. She holds a BA in Pre-Med Sciences and Philosophy from Brown University.