Raphael Aflalo is a pioneer in the digital marketing industry and the founder of My Love Affair. He began his career by founding the digital agency Pure Agency in 1999. His work with major brands scaled up in 2007 through his firm's acquisition by the Digital network of Publicis Group (Digitas). He led the firm until 2009, then Digital at Omnicom Media Group France through 2011.

In 2011, Raphael formed My Love Affair with Cathy & David Guetta. My Love Affair is a brand entertainment agency that creates synergies between brands and artists through endorsements, digital activations, product placement in music videos, and events. The agency has worked with high-profile artists and DJs such as David Guetta, Avicii, will.i.am, Steve Aoki, Nervo, Lenny Kravitz, Iggy Pop, Justin Bieber, Maroon 5, and others. They have also collaborated with top brands like Tag Heuer, G.H.Mumm, HP, Renault, Sony Mobile, and others. Raphael Aflalo's innovative approach to digital marketing and brand entertainment has made him a respected figure in the industry.

Raphael saw potential for brand collaborations in real estate and concluded an exclusivity with XCASSIA in 2018 to create the Guetta Hotels & Electrodom and in 2023 the DJAAYZ Hotels & Electrodom. These immersive lifestyle resort hospitality and residential destinations offer music, festivals, and entertainment activations as inimitable press-friendly USPs.