Minnesota Twins executives have chosen Minneapolis-based Carmichael Lynch as the club’s agency of record following a competitive review.

The selection ends the team’s marketing relationship of more than 12 years with Periscope, also based in Minneapolis, the agency behind the “This is Twins Territory” campaign.

Carmichael Lynch will handle brand strategy, creative, and media planning and buying. This will include television, radio, interactive, website and digital.

In a statement announcing the selection, team President and CEO Dave St. Peter said the Twins and Carmichael Lynch intend to “grow our brand and develop deeper connections with our fans and community.”

Carmichael Lynch CEO Marcus Fischer added, “As our hometown team, helping tell the Twins’ story and rallying their fans means a lot to us as an agency. This is an exciting opportunity to bring a cohesive idea and strategy to life across all disciplines and build on the team’s momentum. We’re looking forward to the work ahead.”

Peter Nicholson, Periscope chief creative officer, said his agency had recommended to the team “a more comprehensive integrated campaign to address lagging ticket sales, but [we] were not able to align with the Twins on a more modern communications strategy.”

The new partnership begins immediately, with the first campaigns surfacing next baseball season.

Carmichael Lynch clients include Subaru, U.S. Bank and Jack Link’s Protein Snacks; Periscope’s include Target, Best Buy and General Mills.