Armin Reins (48) is founder of REINSCLASSEN, Germany’s first agency for language. He has penned campaigns for IKEA, Lexware and AIDA and has collected over 100 international awards. He is a member of the ADC and, above all, he is an advocate for good use of language in advertising. He talks about this subject in seminars and at conferences. And he also takes concrete action: in 1998 he co-founded the ‘Texterschmiede Hamburg’, the first practice-oriented copywriting school in Germany. In 2002 he published Die Mörderfackel, a textbook against mediocrity in German advertising, and with Corporate Language (2006) he published a book about branding. Due to be published in July 2007, by Fischer Taschenbuchverlag, is Deutsch für Inländer – written jointly with Veronika Classen – a book about the “15 new German languages”.