FIRST® Robotics Selects Bespoke Purpose Collaborative Team as Agency of Record

Purpose strategy and communications team integrates the skills and experience of Carol Cone ON PURPOSE, RF|Binder and Passion Point Collective

New York, January 7, 2020 – FIRST®, a global robotics community that prepares young people for the future, has selected an integrated purpose strategy and marketing communications team from The Purpose Collaborative as its agency of record. The custom-made team includes Carol Cone ON PURPOSE, RF|Binder and Marcus Peterzell’s new agency Passion Point Collective and was assembled to address the unique needs of FIRST as it evolves and expands as one of the global leaders of the STEM education movement.

For 30 years, FIRST has combined the rigor of STEM learning with the fun and excitement of traditional sports, and the inspiration that comes from community, through programs that have a proven impact on learning, interest, and skill-building inside and outside of the classroom. The global not-for-profit organization offers PreK-12 hands-on robotics programs that leave students with a sense of accomplishment and the understanding that they can do anything with their collective skills, leadership, and confidence, and that their experience will positively impact their future.  

“When Dean Kamen founded FIRST, his intention was to create an inclusive community for young people where they could learn, collaborate and compete in engaging robotics experiences and change their futures and the world,” said Brooke Blew, Director of Marketing Communications, FIRST.  “That mission to teach kids STEM skills alongside critical life skills like teamwork, communication and analytical thinking continues to drive us, and it’s even more important today as students prepare for a STEM-heavy workforce. In the Purpose Collaborative we found a partner with comprehensive expertise that matches our passion and commitment to advance our mission.”

FIRST is tapping into the Purpose Collaborative exactly as intended when I founded it five years ago,” said Carol Cone, CEO of Carol Cone ON PURPOSE. “We create bespoke teams with deep social purpose expertise to provide big ideas with an innovation mindset and commitment to over-deliver every day.” 

The Purpose Collaborative team combines the experience, mindshare, and creative powers of individuals across sectors and disciplines – all with a social impact and movement-making mindset. It includes experts in global nonprofit development, consumer activation, education marketing, film and entertainment marketing and strategic planning.

 “FIRST is a unique organization that needs a wide variety of skills to support its growth,” said Amy Binder, Founder and CEO of RF|Binder. “As a member of the Purpose Collaborative, we are pleased to bring our unique and extensive expertise to the team to advance FIRST’s goals.”

Marcus Peterzell, Founder of Passion Point Collective, added, “We believe in FIRST’s mission as much as they do, and are excited to bring entertainment marketing expertise to tell the extraordinary personal stories of FIRST youth around the globe.”

Above all, The Purpose Collaborative and FIRST are eager to bring the value of STEM education and excitement of robotics competitions to more children around the world.

About The Purpose Collaborative

The Purpose Collaborative, led by Chairman Carol Cone, creates bespoke social purpose teams to support corporations, brands and nonprofits to advance their purpose missions. The Purpose Collaborative is the first purpose network, composed of 40+ firms, boutiques and subject matter experts from around the world, all passionate about social purpose. The Collaborative’s work unlocks opportunity by solving complex organizational challenges to inspire employees, build reputation, exceed financial targets, derive greater value from assets, and support the greater good.

About Carol Cone ON PURPOSE – CCOP

With a team that combines unmatched expertise in the purpose industry and movement-building, as well as hands-on working knowledge of break-through partnership development and civic engagement, CCOP is an agile, innovative strategic advisory that leads the Purpose industry.

CCOP includes strategists, creators, and communicators who understand how to catalyze change. Whether launching a groundbreaking new campaign or reconceiving well-tested legacy programs, CCOP philosophy is to engage stakeholders, to build loyalty to waves of action to sustain positive change. The firm’s client programs have realized double-digit growth in sales and employee engagement, hundreds of awards, billions of media impressions, and more than $3 billion in social impact.

About RF|Binder   

A fully integrated communications and consulting firm, RF|Binder is powered by strategy, creativity, analytics and purpose. RF|Binder has assembled a team that has deep experience addressing business challenges and opportunities with a communications mindset, enabling clients to build, grow, protect and transform their brands and reputations. RF|Binder works across industries, non-profits, and government entities and offers an extensive range of services. RF|Binder is headquartered in New York City, with offices in Boston, Los Angeles, San Francisco, and a global presence through PROI Worldwide partners, an association of leading public relations firms across 50 countries in 100 cities. For more information about RF|Binder, visit

About Passion Point Collective

Founded and led by Marcus Peterzell, widely recognized as one of the industry’s top entertainment marketing executives, Passion Point Collective is a new agency with expertise in brand-funded feature films and interactive brand experiences.  In its first nine months PPC has attracted ten major clients including Fortune 50 leader Hewlett Packard, which retained PPC to market its feature film “History of Memory.” Under PPC guidance the film won its category at the Tribeca Film Festival amongst over 9,000 films that were submitted. For more information, please visit