As higher ed admissions shift, standardized tests are repositioning their value in the process

News

Partnering with creative agency Bindery, the Educational Testing Service (ETS) reframes its graduate school entrance exam as an applicant differentiator rather than a barrier.

by Ivy Chan July 06 2026

With a 78-year legacy, the Graduate Record Examinations (GRE) was once a necessity for graduate school admissions. But as schools have shifted to adopt test-optional policies, its appeal to prospective students has come under question.

Aligning with higher education’s change in test policies, the GRE — an exam administered by the Educational Testing Service (ETS) — partnered with creative agency Bindery on Step Forward, a brand refresh and campaign with testimonials from students and admissions officers.