The HAT chief executive suffered a fatal heart attack as he was about to leave his home in Beccles, Suffolk, for work on Monday morning.
This week, tributes were paid to the man who made it his all-consuming mission to preserve the best UK advertising as a permanent record of cultural change in Britain over more than 200 years. HAT's massive archive of print, TV and cinema ads, much of it saved from rubbish skips, is available for study at its headquarters in Raveningham, near Norwich.
Under Cudlipp, HAT, a registered charity, expanded its commercial activities to give itself a firm financial footing.
Cudlipp, from one of the UK's most famous families of journalists, joined HAT in January 1987, after serving as the deputy editor of The Times and the director of information at The International Thomson Organisation.
When recession and lack of industry interest killed off a plan to establish a permanent home for HAT in London's Docklands in the early 90s, Cudlipp pushed for the move to Norfolk to give HAT room to grow. At the time of his death, he was overseeing the construction of a £100,000 extension to its headquarters, which will open next year.
Graham Hinton, the president of HAT, said: "Michael had the talent to get people to give up their time and money because of his persuasive power and passion."
A private family funeral for Cudlipp, who is survived by his wife and daughter, will be followed by a memorial service early next year.