Interbrew last week secured exclusive pouring rights for the parade, at which Shine will seek to promote Murphy's new Fast Flow system, which enables drinkers to receive their pint in 25 seconds and not 119 seconds, as before.
Shine, which also worked on Murphy's sponsorship of last year's inaugural parade, participated in a four-way pitch, held last November, to scoop this year's contract, which has been finalised after last week's pouring rights deal.
Interbrew is to spend £5m on marcoms to roll out Murphy's Fast Flow in 2003, with the PR allocation as-yet-undecided.
The system was launched nationally in December last year under the slogan 'Why Wait?'.
This year's St Patrick's Day Parade will take place on 16 March.