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77APPENDIX: MORE ABOUT OUR EXPERTS/INFLUENCERSJON BERRY, VP, GfK Consumer Trends, GfK Consumer Experiences North AmericaBerry has been studying consumer and societal trends for the past two decades for GfK Consumer Trends. He has played akey role in identifying, explaining and helping clients act on some of the most important trends in the domestic and globalconsumer marketplace, from the rise of self-reliance to the growth of word-of-mouth and grassroots consumer activism tothe post-Great Recession trend of “living on the other side of change.”Berry is also co-author of the business book The Influentials, which examines the increasing importance of word-of-mouthand consumer influencers. It was named one of the best business books of the year by the American Marketing Association. He is also the leadthinker on many of GfK Consumer Trends’ reports. Recent topics include “Health & Wellness: The Future Arrives” and “Marketing to the ElusiveModern Male.” He is a Phi Beta Kappa graduate of Earlham College in Richmond, Ind.YANG-YI GOH, fashion editor, Sharp magazineGoh is the fashion editor of Sharp, Canada’s leading men’s lifestyle magazine, and Sharp: The Book for Men, a premiumbiannual publication. A graduate of New York University, Goh began his career as a senior researcher at ESPN TheMagazine. He is the author of two educational graphic novels, Ninja and Alien Inventor, and the co-founder of the men’slifestyle website Handlebar Magazine. His writing and photography have appeared in publications such as Men’s Journal,GQ and TechNewsDaily. Goh is a long-suffering fan of the Toronto Raptors, the Toronto Maple Leafs and Tottenham Hotspur.ARMANDO GOMEZ, director of advertising and promotions, AskMenGomez joined AskMen in January 2000 as part of the original executive team. The men’s lifestyle site holds the No. 1position for the male online lifestyle category, earning the loyalty of 19 million readers each month. During his tenureat AskMen, Gomez has held a variety of management and operational roles, including editor-in-chief and director of adoperations.With Gomez’s support, AskMen achieved profitability after its first year of operation, in the midst of the dot-com crash. Hewas also instrumental in building the original editorial team. Gomez has secured accounts with premium international brands including Gillette,Porsche, BMW, HBO, Apple, Bacardi, GM, Google, Microsoft and Pepsi. Gomez graduated with honors from the John Molson School of Business.
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