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 the Digital network of Publicis Group (Digitas). During that time and until 2009, Raphael served as Managing Director of Digitas 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 & David Guetta. 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 expectations met. My Love Affair links brands directly to personalities through different means of communication such as endorsement, digital activations, product placement in music videos, event partnerships.
By the time of My Love Affair’s launch, the company had already secured various campaigns and partnerships between high-profile artists and Dj’s like David Guetta, Avicii, will.i.am, Steve Aoki, Nervo, Lenny Kravitz, Iggy Pop, Justin Bieber, Maroon 5, to name a few and internationally known brands like Tag Heuer, G.H.Mumm , HP, Renault, Sony Mobile, P&G, IWC, Alcatel, Nestlé etc. Introduced to xCassia in 2018, Raphael saw the potential for brand extension strategies in real estate design and concluded a JV exclusivity with its Founder CEO Jean-Paul Cassia to predispose brand placements in real estate around the world.
The Partnership has since created The Guetta Hotels & Electrodom - real estate activation concepts that nurture and entertain the urban youth with globally attractive destinations and activation strategies geared at channeling footfall and investments into real estate.