• by Steve McClellan  @mp_mcclellan, September 14, 2017

The Minnesota Twins baseball team has selected Minneapolis-based creative agency Carmichael Lynch as its agency of record following a review. 

The Interpublic agency said it will handle brand strategy, creative, and media planning and buying, including TV, radio, experiential, website, digital display and collateral design for the team. 

“The Minnesota Twins are thrilled to be in partnership with Carmichael Lynch as we collectively work to grow our brand and develop deeper connections with our fans and community,” stated Twins President and CEO Dave St. Peter.  

The Twins had been working with Periscope as AOR since 2004 but earlier this year the team decided to end the relationship. According to sources the parting of ways came after the team opted not to embrace a new integrated campaign proposed by the agency, designed in part to address lagging ticket sales after the team’s dismal season last year when it lost more than 100 games.

Currently the team is a distant second place in the American League Central Division behind the Cleveland Indians and playing a little bit better than .500 baseball.

Periscope developed the "This is Twins Territory" campaign which is credited with helping win a new Major League Baseball stadium for Minneapolis. ESPN The Magazine once called the old Twins stadium “the worst venue in sports.”