Raphael Aflalo started his career in 1999 by forming his own Digital
Agency Pure Player, working with major national and international
brands. In 2007, Pure Player was bought by Digitas (Publicis Group).
During that time and until 2009, Raphael served as Managing Director of
Performics France. From 2009 to 2011, he acted as Managing Director in
charge of Digital at Omnicom Media Group, France.
In 2011, Raphael ventured down a new business path with Cathy Guetta
(wife of the international DJ producer David Guetta) known worldwide
for her numerous successful ventures in the entertainment industry, whom
he had met one year prior. Together the two forces combined to launch
what is now known as My Love Affair.
Their vision was clear: brands and artists have a lot to bring to each
other and, whilst artists are striving to find a long-term business
model, brands are constantly trying to create unique and strong
environments in which consumers will see their constantly growing
My Love Affair links brands directly to personalities through
different means of communication such as endorsement, product placement
(in music videos, podcasts, etc.), event partnerships (parties,
sampling, etc.) and premium services (micro-payment: exclusive content,
gaming, goodies, merchandising, etc.).
By the time of My Love Affair’s official launch in June 2011, the
company had already secured various partnerships between high-profile
artists like David Guetta, Lenny Kravitz, Iggy Pop, Justin Bieber,
Will.i.am, Maroon 5, to name a few and internationally known brands like
HP, Renault, Sony Mobile, P&G, IWC, DisneyLand Paris etc.