{"id":9616,"date":"2025-10-23T19:10:01","date_gmt":"2025-10-23T23:10:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/23\/omer-waysman-vice-president-of-marketing-for-business-to-consumer-products-at-michelin-north-america\/"},"modified":"2025-10-23T19:10:01","modified_gmt":"2025-10-23T23:10:01","slug":"omer-waysman-vice-president-of-marketing-for-business-to-consumer-products-at-michelin-north-america","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/omer-waysman-vice-president-of-marketing-for-business-to-consumer-products-at-michelin-north-america\/9616\/","title":{"rendered":"Omer Waysman, Vice President of Marketing for Business-to-Consumer Products at Michelin North America"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In this episode of <em>AW360 Live<\/em>, we\u2019re joined by <b>Omer Waysman<\/b>, Vice President of Marketing for Business-to-Consumer Products at <b>Michelin North America<\/b>, to explore how one of the world\u2019s most iconic legacy brands is driving full speed into the digital era. Omer shares how Michelin is turning a traditionally low-interest, high-necessity purchase into an engaging, tech-driven experience\u2014using tools like immersive web games, AI-powered chatbots, and motorsport innovation to educate and excite consumers. From the challenge of bridging the physical and digital worlds to sustaining long-term brand trust in a commoditized category, Omer explains how Michelin\u2019s customer-first mindset and century-long commitment to innovation are keeping the brand miles ahead of the competition.<\/p>\n\n\n\n\n\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"127\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127.jpg\" alt=\"\" class=\"wp-image-9322\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127-300x37.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/09\/250923-Banners-05-1024x127-768x95.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\r\n\r\n<hr class=\"wp-block-separator\"\/>\r\n\r\n\n<iframe src=\"https:\/\/art19.com\/shows\/b51bbc8f-e283-4893-b6df-e6a191d4a0fe\/episodes\/46e7b85b-078c-421b-b459-d5700b697b6f\/embed\" style=\"width: 100%; height: 200px; border: 0 none;\" scrolling=\"no\" sandbox=\"allow-scripts allow-popups allow-popups-to-escape-sandbox\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\r\n\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/aw360-live\/id1843969378\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/1kt7xYMnLpLcaVT3d98IX5\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n<\/div>\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>Recorded live at Advertising Week New York 2025 and Powered by ART19, AW360 Live features interviews with today&#8217;s changemakers across marketing, media, tech, and culture.<\/p>\n","protected":false},"author":7,"featured_media":9617,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[36,23],"class_list":["post-9616","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-aw360-live","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Omer Waysman, Vice President of Marketing for Business-to-Consumer Products at Michelin North America | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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