I think in recent years a mention should be made to GWR. There are a lot of new services that have been or are planned to be introduced (Bristol superfast, Devon Metro 2tph, Cornwall 2tph, Exeter semi-fasts, a lot more services to Cotswolds as far as I can see, Gatwick 3tph), coupled with what is almost a full fleet replacement with the 387s, 80xs, Castle class, and westward movement of the Turbos. A lot of trains are a lot longer as well. I also think that they have been quite inovative with their marketing, moving from a fairly bland corporate look to a golden age of trains style, with the classic colour scheme, references to Brunel, and famous five advertising. Yes, a lot of this has presumably been pushed on them by DfT, and there are a lot of issues, but still it is quite a transformed franchise compared to not all that long ago.