The name change is accompanied by a new organization and a new visual identity. According to the association for KS Kommunikation, the change of name brings weighty advantages for the entire communications industry:

Broad advocacy: With the name "Kommunikation Schweiz / Communication Suisse / Comunicazione Svizzera / Communication Switzerland" we signalize that we see ourselves as representing the interests of all disciplines of commercial communication and not just for classic advertising.

Greater clout at the political level: SW Schweizer Werbung and PS Publicité Suisse will be replaced by a single national association with three regional language sections. This will give us more clout at the political level and increase the efficiency of our decision-making processes. The umbrella organization will be led by the current SW President, Council of States member Filippo Lombardi, and the Vice Presidents Christian Merk (President of the German-speaking Switzerland section), François Besençon (President of the French-speaking Switzerland section, former President of PS Publicité Suisse) and Maria Luisa Bernini (Vice President of the Italian-speaking Switzerland section).

New mouthpiece for the industry: A new Communications Council replaces the previous boards; its 23 members reflect the breadth and diversity of the industry. The Communications Council determines the association's strategy and acts as the mouthpiece for commercial communications.

Making better use of expertise: Various commissions will allow the association to deal with individual topics in greater depth and to make better use of the expertise of the high-caliber members on the various KS Kommunikation Schweiz committees.