Podcast Summary: The Big Impression – SAP’s Tim Hoppin on Why Emotional Storytelling Belongs in B2B
Release Date: July 16, 2025
Introduction
In the latest episode of The Big Impression, hosts Damian Fowler and Ilyse Liffreing delve into the evolving landscape of B2B marketing with a special guest, Tim Hoppin, Chief Brand and Creative Officer at SAP. This episode explores the intersection of emotional storytelling and B2B campaigns, highlighting SAP's acclaimed "Unstoppable" campaign.
Guest Background
Tim Hoppin brings a wealth of experience in brand building to SAP, a global leader in enterprise software solutions. Under his leadership, SAP has recently been recognized by Brandz as the 23rd most valuable brand worldwide, a testament to his strategic vision and creative prowess.
Branding Philosophy
Tim opens the discussion by sharing his holistic approach to branding. He emphasizes that a brand transcends mere visual elements like colors and logos. Instead, it encapsulates the meaning a company conveys through its products, services, communications, and corporate actions.
“A brand transmits meaning to people and it does that through lots of different formats... What you make, you're actually affecting the service or the product that you're actually delivering to the world.”
— Tim Hoppin [01:29]
Using Harley Davidson as an example, Tim illustrates how product choices, such as the use of materials, reflect and reinforce brand identity.
'Unstoppable' Campaign Overview
The conversation shifts to SAP's recent B2B campaign, "Unstoppable," which garnered a shortlist position at Cannes Lions. Tim describes the campaign's objective to showcase SAP's integrated solutions through compelling metaphors rooted in real customer experiences.
“We tie it together. We call it the SAP business suite. And we're dramatizing it with sort of metaphors that bring it to life.”
— Tim Hoppin [02:31]
Examples include an underwater office scenario representing HR challenges and a tilting building symbolizing the struggles of innovation. Each metaphor is designed to resonate deeply with SAP's target audience by reflecting genuine business challenges.
Insights Behind the Campaign
Tim highlights the meticulous research underpinning the campaign, emphasizing qualitative interviews over traditional surveys to garner authentic insights from busy B2B leaders.
“More like anthropology research, I'd say, than sort of traditional marketing broad surveys.”
— Tim Hoppin [03:54]
This approach ensures that the campaign addresses real pain points and aspirations of SAP's clientele, enhancing its relevance and impact.
Emotional Storytelling in B2B
Challenging the conventional notion that B2B marketing is dry and impersonal, Tim advocates for emotional and insight-driven storytelling. He argues that such narratives are not only refreshing but also more effective in capturing attention and fostering connections.
“We are seeing a renaissance in B2B where emotional, strong, insight driven work is what works.”
— Tim Hoppin [04:51]
By infusing emotion into B2B content, SAP differentiates itself from competitors who rely on generic, functional messaging.
Media Strategy and Audience Engagement
Recognizing that 71% of B2B buyers are millennials or Gen Z, SAP strategically places its campaigns on consumer channels like airports and targeted television spots. This dual approach aims to both engage potential buyers ready to make purchases and rebrand SAP to appeal to a younger demographic.
“71% of all B2B buyers are either millennials or Gen Z.”
— Tim Hoppin [06:20]
The creative execution has yielded impressive results, with all creative work receiving top ratings and outperforming industry benchmarks.
Success Metrics
Tim proudly shares that SAP's creative endeavors have achieved a five-star rating, the highest possible score, and have exceeded System One's industry benchmarks. These metrics underscore the campaign's effectiveness and the strategic alignment of creative efforts with business objectives.
“If creative doesn't work, it's not working.”
— Tim Hoppin [07:14]
The Role of AI in Creativity
Addressing the rising conversation around AI, Tim outlines SAP's commitment to integrating AI into their operations while preserving human creativity. He envisions AI as a tool that enhances, rather than replaces, the creative process.
“I don't think AI is going to replace creatives, but I think creatives are going to have to change.”
— Tim Hoppin [09:26]
Tim compares the evolution of the creative industry to past technological shifts, emphasizing that while AI will automate certain tasks, the essence of human creativity remains irreplaceable.
Agency Dynamics and In-house Shifts
Tim discusses the trend of creative talent moving in-house due to economic pressures on traditional agencies. This migration fosters stronger collaborations and leverages the deep understanding that in-house teams have of their brands.
“Some of the best work that's being produced is coming from in-house agencies.”
— Tim Hoppin [11:30]
By retaining agency expertise within SAP, the company ensures a seamless alignment between creative strategies and brand objectives.
Future Trends in B2B Marketing
Looking ahead, Tim emphasizes the importance of maintaining creativity amidst technological advancements. He advocates for a balance between leveraging AI tools and preserving the human touch in storytelling.
“Human creativity will not and cannot be replicated, but it will require us to get better at being creative and know how to use these new tools.”
— Tim Hoppin [10:44]
Tim’s Current Obsessions and Inspirations
Tim expresses his dedication to continuous improvement and his fascination with the potential of AI to revolutionize creative strategies. He is particularly focused on avoiding generic communications by harnessing AI's capabilities to deliver personalized and impactful messages.
“How do you avoid the pit of generic communications that is a real threat as from AI.”
— Tim Hoppin [14:16]
He also shares an inspiring moment from Cannes Lions, where he witnessed the enthusiasm of young creatives, reaffirming his optimism about the future of the industry.
Conclusion: Other Exemplary B2B Campaigns
In wrapping up, Tim commends GoDaddy for its audacious and creative B2B campaigns. He highlights GoDaddy's ability to infuse humor and celebrity involvement to effectively advocate for small business growth.
“They just kind of carried across different mediums... It was brilliant.”
— Tim Hoppin [15:56]
Final Thoughts
This episode of The Big Impression offers invaluable insights into the transformative power of emotional storytelling in B2B marketing. Tim Hoppin's perspectives underscore the necessity of authentic, human-centric narratives and the strategic integration of emerging technologies to stay relevant and impactful in today's dynamic market.