The consumer and sports sponsorship PR account has gone to Lexis PR following an eight-way pitch, in which Shine took part. Shine held the account for three years.
Lexis will focus on promoting the French-owned energy giant's environmental messages.
‘EDF Energy's green credentials, in terms of sustainability and the company's carbon footprint, are currently industry-leading,' said Lexis consumer director Fiona Jolly.
She said the agency would highlight ‘EDF's ability to help customers save money as well as reduce their impact on the environment'.
EDF has been trailing behind rivals in the energy price war.
This week, it announced that it would follow its rivals by cutting its gas prices from mid-June, but it has failed to cut electricity prices.
The week before, British Gas cut its prices for the second time this year and energy regulator Ofgem criticised EDF and Scottish Power for failing to cut prices, urging customers to switch suppliers.
‘Pricing is an issue and is certainly one of the challenges for this kind of account - which makes it interesting for us', said Jolly.
‘There are many different ways that a company can reduce customers' bills.' She cited schemes such as bill reductions through environmental incentives.
The sport activity will kick off with raising the profile of EDF's sponsorship of the 2007 IRB World Cup in France. It will include promoting the company's support for grassroots rugby.
Lexis head of sport Guy Pattison said the agency would focus on ‘generating preference' for the EDF Energy brand.
He added that the agency would target a diverse range of audiences, including the elderly - through the ‘safe, warm and well' campaign. EDF Energy continues to retain Brunswick for corporate PR.
The company is in talks with British Energy about building nuclear power stations together. The first such station is planned to open in 2017 and would be the first to be built in Britain for 30 years.