Zlín Film Pioneers: Tomáš Baťa as a Visionary of Modern Communication

Gabriela
Končitíková

Gabriela Končitíková is a Czech writer, lecturer, and expert on the Baťa philosophy, who has long been dedicated to the legacy of Tomáš Baťa and his approach to business, work, and personal development. Since 2016, she has served as the director of the Nadace Tomáše Bati, where she focuses on applying the Baťa management system in today’s business environment. She is the author of several books, including Inspirace Baťa, in which she presents principles such as responsibility, discipline, and the courage to innovate in a clear and practical way. In her lectures, she addresses topics of leadership, management, and personal development, connecting historical legacy with the current challenges of modern society. Through her work, she strives to ensure that Baťa values become a living and inspiring source for contemporary audiences.

How did Tomáš Baťa think about communication, brand, and media—and why does his approach still feel surprisingly relevant today? The lecture presents Baťa as a visionary who understood the importance of image, storytelling, and systematic work with audiences at a time when film and modern media were only just emerging. It also offers context for the origins of the Zlín film tradition, which was further developed after his death by Jan Antonín Baťa.

A unique program that brings the renowned Zlín film history to life and confronts it with the present. It highlights the areas in which Zlín filmmakers were true pioneers and shows how their approach resonates in today’s work. The sessions offer a lively connection between past and present in a light and accessible format—through dialogue with contemporary creators. The series of talks is held on the occasion of the 90th anniversary of the founding of the Zlín film studios.