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You rarely see Halbrand alone before the finale, save for this moment when he’s in the smithery, staring at his pouch, making his decision.

She says to him in the smithery, “There’s no peace here,” and that scene illuminates this whole idea for him of: “Well, you’re right, there is no peace for me as a regular person. My peace is in power. I need to rule. I need to lead.”

At the same time, as someone who is all too aware of the economic imperatives around making a sustainable living from word smithery, I’m aware of the time constraints under which journalists and commentators work.

The possibilities feel quite overwhelming for brands trying to work out where to start with a social media strategy, says John Willshire of marketing and product innovation studio Smithery.

Smithery's Willshire says the major challenge for marketers is to be able to use data intelligently, but as just one half of the picture.