In 2020, Ingrid Enriquez-Donissaint and Laurence Pasteels began crowdfunding for Pre&ent, a platform that they intended to use to solve a “gaping lack of representation” in the ad industry. The offer would include an inclusive image library as well as diversity and inclusion workshops to help communications and marketing teams create more authentic work.
The name, pronounced like the word “present” in English or French, is intended to signify someone's presence, and the present moment in time.
In 2021, the platform launched its first couple of workshops, alongside a landing page to collect funds via crowdfunding platform La Ruche, and began conducting photo shoots with a wave of Montreal photographers from different backgrounds.
Each of the photographers had a distinct style that aligned with Pre&ent’s vision of diverse authenticity, including Mikael Theimer (behind Portraits of Montreal,) Karene-Isabelle Jean Baptiste, Marie-Reine Mattera, and Isabelle Dubé.
“Their unique lenses have enriched our visual identity, and we're thrilled to showcase their work in our image bank,” said Enriquez-Donissaint. “Moving forward, we aim to cultivate more creative partnerships that bring innovation and inspiration from individuals of all backgrounds who value authenticity like we do.”
The crowdfunding efforts inadvertently served as advertising for the offer before its launch, attracting initial clients like Tam-Tam\TBWA (where Enriquez-Donissaint was working as director of strategic planning at the time), and Sid Lee Montreal and Toronto. The client list has grown steadily since, with the addition of Québec Musée de La Civilisation (Museum of Civilization), A2C, Novartis, Radio Canada, Ubisoft, and Staff Urbain.
As of February, Pre&ent has officially launched the image bank hub for international use, with 300 images featuring real people that transcend conventional stereotypes of size, colour, shape, abilities and ages. One image is $50, and the price is lower if you purchase more. Enriquez-Donissaint and Pasteels intend to add more photos in the coming months.
The workshop offerings have also been extended, with updates based on learnings and needs expressed by Pre&ent’s crowdfunding contributing clients. “Some organizations are enamored with the concept of DEI without fully grasping its nuances or their specific needs,” said Enriquez-Donissaint. “Similar to how organizations address revenue issues by pausing, investigating root causes, and refining core strategies before jumping to solutions, we took a step back from the excitement of shouting ‘DEI'’ to ensure our approach aligns with our core values.”
We offer introductory workshops and tailor-made themes for specific communication challenges related to representation,” added Pasteels. “When a client requires expertise beyond our scope, we collaborate with experts in our network or refer to a curated list of specialists.”
After head of client services at Pigeon Brands, Martin Carrière, attended a workshop about implicit bias in the industry, he shared a post on Linkedin to express his appreciation and key takeaways. “As an openly gay professional, I know that prioritizing the creation of a safe environment for our team, clients, and partners remains not only a steadfast commitment for me but for the team at Pigeon Brands,” he wrote. “While recognizing I don't have all the answers nor am I excluded from implicit bias, I now have a greater dedication.
