Scott Howell is on the short list of the nation’s top political consultants, a position that has turned the Bennettsville native into a Republican media darling.

Howell, 45, has produced campaign ads for top Republicans around the country, including several this year for President Bush’s re-election campaign.

But he hasn’t forgotten his roots. Howell also has produced ads for U.S. Rep. Jim DeMint’s Senate campaign in South Carolina.

“I’m real fortunate in my career,” Howell said in an interview from his Dallas office. “I can kind of pick and choose, and get to at least talk to the top candidates now. I pinch myself every day.”

Getting on that short list is simple, but not easy. It’s done by producing ads that produce winning candidates. Fortunately for him, Howell is on a winning streak.

In recent years he has done ads for U.S. Sens. Norm Coleman, R-Minn., Saxby Chambliss, R-Ga., and Jim Talent, R-Mo.

This year, Howell is in charge of advertising for John Thune, the Republican challenger to Senate Minority Leader Tom Daschle, R-S.D. Knocking off Daschle is a GOP dream.

Howell also has been asked to work for the Bush-Cheney team. Howell is not the only media consultant the campaign has hired, but he produced the first ads of the president’s re-election bid.

“It’s a phenomenal privilege to be tapped to do this,” Howell said. “An incumbent president can have anybody they want. I’m just thrilled to be a part of it.”

One of the first ads Howell made for Bush this year featured images of the aftermath of the 9/11 attacks in New York City. The controversial ad, a powerful reminder of that day, led some to criticize the president’s campaign, saying it was trying to use terrorist attacks for political gain.

It was not the first time a Howell-produced campaign has been criticized.

In the 2002 U.S. Senate race in Georgia, Chambliss’ campaign ran an ad that featured incumbent Democrat Max Cleland’s face transforming into the face of Saddam Hussein and Osama Bin Laden.

The ad painted Cleland — a Vietnam War veteran who lost three limbs in battle — as weak on defense. Cleland and other political observers have said the ad cost Cleland the election.

Howell has said another media consultant produced that particular ad. However, Howell was the Chambliss campaign’s media manager, making him responsible for the ad, said Robert Gibbs, a former press secretary to U.S. Sen. Fritz Hollings, D-S.C.

“I think regardless of what (Howell) says, his reputation, at least in the near term, is going to be that of someone who took part in what will go down as one of the meanest ads in political history,” Gibbs said.

However, Gibbs has a vested interest in blaming Howell for what many have called an incendiary, unfair campaign. Gibbs is spokesman for Barack Obama, a Democrat running for the U.S. Senate in Illinois. Obama’s opponent is Republican Jack Ryan, who recently hired Howell’s firm.

ATWATER PROTEGE

If Howell has a tough streak, it may be a product of his political upbringing. He worked for the legendary Lee Atwater, another S.C. native who made the political big time. Atwater was hailed as one of the most ruthless, yet creative, political operatives of his generation.

Atwater, chairman of the Republican National Committee in the 1980s, was a close adviser to presidents Ronald Reagan and George H.W. Bush. He died in 1991.

Howell later worked for Karl Rove, President George W. Bush’s top political adviser and another savvy veteran known for being politically tough as nails.

“That’s the guy that’s got nerves of steel,” Howell said.

S.C. TIES

The soft-spoken Howell remembers fondly his days in South Carolina.

He’s done work here, too. In the 2002 gubernatorial campaign, Howell produced an ad for the Republican Party that accused incumbent Democratic Gov. Jim Hodges of improperly using money meant to help disadvantaged children.

The ad was powerful and pointed.

However, the turning point in Howell’s political career came in 1984, when he ran for the S.C. House and lost to Democrat Tim Rogers.

“Eighty-four was the fun race,” Howell said. “I walked through three pairs of dress slacks. I had this wet-behind-the-ears look. I still can’t grow any facial hair.”

In those early days, Howell grew to know and admire Moffatt Burris of Columbia, a former state lawmaker. Burris is a World II veteran and “a huge inspiration to me,” Howell said. “I can’t quantify what he’s done as a role model. He basically told Lee (Atwater), ‘I don’t care what you do, you need to hire this boy and take care of him.’ ”

Howell and S.C. Republican Party director Luke Byars were fraternity brothers in Pi Kappa Alpha at USC. Byars remembers Howell’s race against Rogers.

“Thank goodness he lost,” Byars said. “He discovered what he was really good at, and it wasn’t being a candidate.”

Howell has an ability “to tell it like it is,” Byars said. “And you have got to have that in politics. You have got to be able to cut through it.”

As for Howell, working with an incumbent president is a treat, but his ultimate goal is still unfulfilled.

“My ultimate goal is to take my horse and take my candidate to the White House,” Howell said. “I’d like to help somebody from thought to finish make it.”

Reach Gould Sheinin at (803) 771-8658 or asheinin@thestate.com.