About half way down the first page of the article the author makes the comment, "As a response to these shifting expectations and behaviours, brands had to hand over a certain amount of agency to consumers." 

The concept of agency is a term that is not used very frequently in marketing or at least I don't read it being refered to very often. 

As a result of reading this article and your own thoughts, please answer only 1 of the 2 questions below and explain yourself. 

1) I believe the author is overcomplicating the whole brand issue with this concept of agency, and I will explain to you way, I believe they are not accurate.

2) I believe the author of this article brings up some very real concerns about the concept of ageny, and I will explain to you why I believe they are accurate, based on details from the course and my own comments.