WME has signed foodie brand The Infatuation, whose platforms include a website, newsletter, app, Instagram and texts. The service recently purchased Zagat from Google and plans to update the old-school dining guide for the digital age.
The Infatuation's canny grasp of Instagram includes expanding its Story content to regular features that include "Restaurant Review Ride-Alongs," "Top 10 Fridays," "Cheat Codes," "100 Things To Eat Before You Die" and "The Great Debate." Its IRL expansion includes curating its own food festival, Eeeeeatscon, whose first edition was held in Santa Monica's Barker Hangar on May 19. The New York edition will take place Oct. 6 in Forest Hills Stadium.
WME will help The Infatuation expand its business in television, literary, digital and events.