My Love Affair & The Art of Creative Endeavors
Who would’ve thought there was an art to branding? Let’s face it, most people see branding for what it is, a way to market a product to us.
Well, the long and the short of it is that there is art in branding and that art can be explored in a multitude of different ways that show thoughtfulness and creativity.
Cathy Guetta is a successful woman in business and entertainment, and that is putting it quite mildly. Raphael Aflalo is a media expert and has clearly established himself as being an individual who can and has identified the art in the art of marketing.
Together, Cathy and Raphael with their combined talent have created a world where the art of entertainment and the art of marketing can be used in a creative abstract way that can appeal to any and every one; audiences and businesses alike.
It sounds simpler than it actually is: The pairing of high profile figures in the entertainment industry with widely known brands.
Their vision has resulted in the launch of My Love Affair in June of 2011 at the Lions in Cannes, France. Prior to that launch the team was already receiving high praise for their achievements.
Some of the successful partnerships that they have forged so far include, HP, Givenchy, Omnicom Media Group and Sony Ericsson.
Renaud Skalli, Head of Artist and Label Relations for My Love Affair is here to speak about all that is the art of the unique business that they have built and its accessibility to everyone.
“Each project is very different and very unique, but has been very successful for the brand as well as for the artist.”
Renaud elaborates with an example of one of My Love Affair’s campaigns. A unique campaign was to take place with Cathy’s husband, two-time Grammy winning artist/producer David Guetta, Renaud recalls some additional creativity that was needed to save a campaign that was going to fall by the waist side because of a change with the client; HP.
"The deal was originally meant for David to represent the brand and their touchpad which was taken off the market in August of last year. The real story behind our campaign and the deal with HP is we were about to deliver the service of an international TV spot on which David and his music were featured. That very same day we got the call telling us that the touchpad was going to be taken off of the market.”Continued on the next page