"The ultimate selling proposition might just be saving the planet," said International Advertising Association [3] (IAA) executive director Michael Lee. The IAA recently met with United Nations [4] Secretary-General Ban Ki-moon [5] to discuss how marketing firms might help address global warming [6]. Lee added that marketers can "help change consumer behavior, influence public policy and help the UN make further progress on the issue." Also present at the meeting were executives from Publicis Groupe [7], Interpublic Group [8], Omnicom [9], Ogilvy & Mather [10] and Euro RSCG [11], among other major marketing firms. Secretary-General Ban remarked [12], "As climate change affects everyone, everywhere, the UN needs partners in the private sector and in civil society to mobilize and spur action." Details of the UN-marketer partnership will be revealed at COP14 [13], the next conference on the United Nations Framework Convention on Climate Change [14], which will be held December 2008 in Poznan, Poland.