Shaw to head Honda F1 promotions

March, 21/2006 - MediaWeek

Former Universal McCann executive vice-president Chris Shaw has joined Simon Fuller’s 19 Entertainment to head promotion of the Formula 1 Honda Racing.

Fuller was signed by the Formula 1 team in February this year to help reconstruct its image and take the sport to a younger demographic. Fuller has brought Shaw on board to take over media activity for the team, looking especially at the area of branded content and the ever-increasing number of new media channels that are set to cover the sport.The partnership between Honda and 19 marks the first time that a major Formula One team has signed with a big entertainment organisation for the marketing of its brand around the world.

The deal followed Honda's purchase of its F1 racing team in 2005 and the signing of Jenson Button and Rubens Barrichello, as drivers for the 2006 season. 19 Entertainment's other sporting contracts include the promotion of the England football team by its offshoot 1966 Entertainment.

Productions made by 19 include Pop Idol and World Idol, sponsored by Kit Kat, and American Idol, which included heavy product placement by soft drinks manufacturer Coca Cola.

The company creates bespoke television content for worldwide brands including Procter & Gamble, PepsiCo, Nokia and Adidas. It operates in more than 30 markets worldwide and is a global leader in the integration of brands with entertainment properties. Shaw left Universal McCann in December last year with ambitions to enter into the branded content arena.

His last job at the Interpublic Group agency involved running Europe, the Middle East and Africa in tandem with holding the UK chairman's post. Prior to that, Shaw had held a raft of senior positions including managing director of Universal London and director of IPG buying arm Magna Global.

He was replaced by former managing director of ITV Sales and chief executive of ZenithOptimedia Graham Duff, who became president for the EMEA region in January this year.

Shaw confirmed that he was due to join 19 Entertainment to head up the Honda Formula 1 team.