Richards Rolls Out RoadLoans Radio

DALLAS RoadLoans, an online direct-to-consumer auto lender, launches its first ad campaign Sunday with two 60-second radio commercials created by The Richards Group, the client said.

Using the tagline, “Get the loan before you go get the car,” the spots will air in the Dallas-Fort Worth area for 20 weeks, the company said.

Based in the Fort Worth, Texas, suburb of North Richland Hills, RoadLoans specializes in new and used vehicle loans, consumer-to-consumer purchases and refinancing for borrowers with flawed credit histories. The company marks its fifth anniversary in June.

Campaign spending is undisclosed.

The Richards Group, a Dallas-based independent with annual billings in excess of $1 billion, recently acquired the account, the agency said.