Shaw, who quit Universal after 11 years in January, will manage Honda F1's traditional sponsorship deals, as well as developing brand extensions and branded content in areas outside of the races themselves.
Since joining Universal in 1995, Shaw has been managing director of Universal London, a director of Interpublic negotiation unit Magna Global and the chief executive of Universal Europe, the Middle East and Africa.
According to Fuller, who is best known for managing the Spice Girls, said the appointment of Shaw marked a period of development and growth for 19.
Fuller said: "Chris brings with him a wealth of experience and knowledge at a senior level. He is simply the top player in his field and it is a real coup for us to have him join us here at 19."
Shaw said the attraction was partly one that allows him to marry his knowledge of the media marketing business with his passion for Formula 1.
Shaw said: "Over the past five years I have been actively involved with branded content, advertiser-funded programming and programme barter. As the fragmentation of traditional media audiences continues and new technology impacts on all forms of communication, the relevance of branded content and the extension of brands into new roles will increase.
He said that 19, which also handles David and Victoria Beckham, was uniquely placed to take advantage of this shift.
"It has access to the only content that really matters -- talent and properties. Honda F1, its drivers and partners will be at the forefront of this change," Shaw said.
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