Shaw is currently global brand director at Exposure, an independent creative comms agency, but will join Good Relations Brand Communications as executive creative director on 3 June.
In addition to overseeing the creative output of GRBC, he will head the new Good Relations Content offering, which delivers video production, editorial and design services.
Good Relations has launched the offering weeks after agreeing to fund a share of a production facility in Victoria set up by its parent company Chime Communications.
The facility includes seven editing suites and 20 production staff and is also used by other Chime companies such as ad agency VCCP.
Clients Good Relations will produce content for include beer brand Pilsner Urquell, service outsourcing company Serco and dairy brand Yeo Valley.
Shaw joined Exposure in 2005 and was UK creative director before a promotion to global brand director. His clients have included Coca-Cola, Heineken, Triumph, Bulmers and Umbro.
He will report to GRBC’s managing director Richard Moss, who said Shaw combined ‘deep brand understanding with incredible imagination and flair’.
Good Relations’ investment follows a trend of PR agencies investing in content production, including former Chime constituent Bell Pottinger’s launch last November of Bell Pottinger Wired.
This expansion has helped PR agencies win digital business from specialist shops, according to new business intelligence firm Pearlfishers.
Moss said: ‘We are competing against a wide number of agencies. Our USP is creating engaging conversations. [This launch] is about making sure we can control the brand promise through all of their touchpoints we’re delivering.’