Walt Disney Co.’s recently concluded $2.2 billion global media review—the world’s biggest this year—also has become its most controversial, opening a new front in the ad industry’s transparency debate that paints the marketer/media hybrid client as the bad guy.

Three people familiar with the review say there was discussion about winners Publicis Media and Omnicom Media Group “share shifting,” essentially increasing buys from their other clients across Disney’s vast array of properties. Two say the mechanism for this was a “volume guarantee” that shops would buy Disney media at levels higher than what those agencies had previously purchased. The share shifting allegations were previously raised in stories published by Mediapost and Digiday.

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