Mindgruve, a San Diego marketing and data technology agency, is expanding its footprint into Europe with the just-announced acquisition of Ameo, a commerce agency based in Hamburg, Germany.
Ameo, specializing in the Amazon Marketing Cloud, advanced analytics and retail media optimization, has served brands across major European markets, including Germany and the U.K., with advanced retail media and ad tech capabilities, a statement said.
Mindgruve said the deal will enhance its ability to help U.S. brands scale retail media performance across international markets. It also solidifies the agency’s position as a global leader in media, commerce and data technology, and positions Mindgruve as one of the world’s the fastest-growing independent agencies.
Terms of the acquisition and a purchase price were not disclosed, a Mindgruve spokesperson told Times of San Diego.
The spokesperson also said as Mindgruve assessed opportunities for international expansion, Germany emerged as a key priority given its position as Europe’s largest economy and the world’s second-largest Amazon marketplace.
Ameo offered local credibility, sophisticated analytics capabilities and long-standing Amazon expertise, having been one of the first agencies in Germany to focus exclusively on the Amazon ecosystem, the spokesperson said.
For Ameo, founded in 2015, the decision to join Mindgruve was rooted in the opportunity to scale globally, extending its advanced advertising and ad technology capabilities across the EU while continuing to support brands navigating international markets, the spokesperson said to Times of San Diego.
“The relationship developed organically through mutual discussions centered on building a global, integrated platform that brings best-in-class services together under one roof,” the Mindgruve spokesperson said via email.
“We’re seeing a growing number of U.S. brands look to Germany as the gateway to European commerce, it’s the region’s largest market and the second-largest Amazon market globally, which also makes it one of the most complex to navigate,” said Chad Robley, chief executive officer of Mindgruve.
“To meet that demand, Ameo’s team brings deep local and regional expertise with boots on the ground. Together, we’re establishing a scalable European platform that helps U.S. and global brands expand and perform more consistently across the region.”
“What stood out to us about Mindgruve was the strength of its analytics and technology, capabilities that are difficult to find at scale in the German market,” said Sönke Hansen, founder of Ameo, who will serve as Mindgruve’s senior VP of commerce, Europe.
“Mindgruve brings an advanced measurement and agentic commerce approach that complements our Amazon and retail media expertise. Together we can offer European brands, and U.S. brands entering Europe, a level of transparency, automation, and performance intelligence that simply hasn’t existed here before.”
With the addition of Ameo’s 35 employees at its single office in Hamburg, San Diego-based Mindgruve now has more than 500 staff members across all offices, including New York, Denver, Nashville, Cincinnati, Charleston, Mexico City and São Paulo, Brazil.
No layoffs are planned as a result of the Ameo acquisition, the spokesperson said.
The Ameo acquisition is the fourth deal in less than two years for Robley, who founded Mindgruve in 2001.
In June 2025, Mindgruve completed a merger with Levelwing, a marketing and data technology company based in Charleston, South Carolina.
In September 2024, Mindgruve announced a merger with Icon Commerce, an independent commerce marketing agency based in Cincinnati.
In June 2024, Mindgruve merged with Macarta, based in Denver, and the agency’s name changed from Mindgruve to MindgruveMacarta, which lasted for a brief time until the Levelwing merger when Mindgruve reverted back to its Mindgruve name.
Radio personality’s daughter, 4, draws threats as NFL predictions falter
It started as an innocent, father-daughter bonding ritual and attention-getter by a Riverside radio personality.
Then came the harassment and death threats.
Anthony Donatelli, co-host of “Kelli & Anthony in the Morning” on country music station KFRG 95.1-FM and KXFG 92.9-FM “K-Frog,” thought it would be cute to have his daughter, Reese Donatelli, 4, predict the outcomes of National Football League games in a social media video series called “Trust the Toddler.”
Riverside radio personality Anthony Donatelli and his toddler daughter. (Photo courtesy Rick Griffin/MarketInk)In the videos, Reese became an internet sensation by choosing winners and losers based on colors, geography or personal preferences using miniature football helmets. She enthusiastically chose winners by grabbing the helmet of the team she thought would triumph.
The ritual began as a way for her father, a lifelong Steelers fan, to teach her about colors and geography. The lighthearted series drew millions of views and thousands of comments on social media platforms.
Then, the tone shifted dark and nasty near the end of the NFL season when gamblers started trusting in the preschooler’s random selections and blaming her for their losses. Some gamblers even demanded money.
When Reese picked the wrong winning team, the comments on social media grew toxic and the family received explicit death threats, as reported by Inside Radio, New York Post and Los Angeles Times. Following a string of 0–6 predictions, some followers began viewing her picks as a “reverse jinx” or a curse for the teams she selected.
“It’s nuts. She’s obviously not an NFL analyst,” Anthony Donatelli told the news outlets. “She’s picking teams based on the color of her dress, or she’ll pick the Packers because she likes cheese. She just relates these silly little things as reasons why she picks certain teams.”
The family has reportedly switched their social media accounts to private status as a result of the harassment.
Super Bowl TV ads will include Christian ‘He Gets Us’ marketing campaign
This year’s Super Bowl LX telecast on NBC network will include a 60-second TV commercial promoting Jesus Christ as someone people today can relate to. It will be the fourth consecutive year for a spot to air during the Big Game from the ongoing “He Gets Us” campaign.
Previous campaign spots have included “Why is being human so hard” and “Don’t do this, don’t do that.”
The “human” spot with 56 million views shows a cinematic montage of everyday life alongside a series of short phrases, including “Be popular, Be a team player, Be alpha, Why can’t you be enough, Be relevant, Be beautiful, Be productive.”
Then the question is posed: “What if Jesus shows us a new way?”
The “don’t” spot with 66 million views features a newborn baby and a narrator saying, “Don’t cry, but don’t be silent. Don’t mess up, but don’t make a scene. Don’t try to be a hero. Don’t get your hopes us. Don’t make problems. Don’t forget to plan. Don’t get carried away. And don’t you dare let us down.”
The concluding takeaway message on the screen says, “What if the only expectation was love?”
The campaign is led by the religious nonprofit Come Near and Dallas-based agency Lerma. A spokesperson told Advertising Age the Super Bowl spot during the second half will focus on personal pressures people face daily.
A Lerma spokesperson told Ad Age that respondents to consumer research and social listening kept mentioning one word: Chaos. “People are really trying to figure out how to manage loud it is outside,” said Feleceia Wilson, a brand strategy principal at Lerma. “They’re trying to figure out how to find peace in the midst of all the noise and chaos that feels like it’s surrounding them every day.”
The He Gets Us advertising campaign was launched in December 2021. The website has drawn more than 60 million unique visitors over four years.
Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly in Times of San Diego.
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